Intersport to open its first Morocco store in Casablanca in 2027

This update focuses on Intersport in Morocco. European sports retail giant Intersport is entering the Moroccan market, with a first store scheduled to open in Casablanca in the first half of 2027 under a strategic partnership with One Retail.

Intersport in Morocco: first step in Casablanca

According to a statement dated 12 October, Intersport in Morocco will be developed through One Retail, the retail arm of H&S Group, which has been granted responsibility for rolling out and operating the brand’s stores across the country.

The first Intersport store in Morocco is set to open in Casablanca in 2027. It will kick off a gradual expansion in the kingdom’s main cities, with the ambition of achieving nationwide coverage by 2032.

For Moroccans living abroad, this move confirms that the local retail landscape is catching up with major European cities in terms of sports equipment. It may also interest those considering a return, investments, or business projects connected to sport and retail.

A new sport & lifestyle offering for Moroccan consumers

Backed by a long-term investment programme, the future Intersport network in Morocco will offer clothing, footwear and equipment for both regular and occasional sports users.

Stores will feature a wide selection of leading international brands, including:

• Nike
• Adidas
• PUMA
• Under Armour
• ASICS
• The North Face

They will also carry Intersport’s own labels, such as McKINLEY for outdoor activities and Energetics for fitness and training.

The agreement creates a new “Sport & Lifestyle” division within One Retail. It brings together Intersport’s international expertise in specialist distribution and One Retail’s knowledge of the Moroccan market, including commercial real estate, operations, logistics, marketing and customer experience.

Investment signal and support for sports development

H&S Group president Moncef Belkhayat presents the partnership as a way to build a national network of accessible and sustainable stores. The project aims to gradually cover the country’s main urban centres by 2032.

On the Intersport International Corporation side, CEO Tom Foley highlights Morocco’s growth potential. He stresses a shared goal: making sport more accessible through in-store expert advice and closer ties with local sports communities.

For the Moroccan diaspora, the arrival of Intersport in Morocco underlines the country’s move upmarket in modern retail. It can be a factor to consider for investment strategies or relocation plans, especially for profiles interested in retail, sports business or franchise models.

Riding the momentum of the 2030 World Cup

Omar Benabdallah, vice-president of One Retail in charge of the Beauty, Fashion & Sport divisions, believes Morocco’s co-hosting of the 2030 World Cup is a major opportunity to support the development of sport nationwide.

The this case project could benefit from this momentum, with growing demand for equipment from clubs, amateur athletes and young people. For Moroccans abroad who closely follow infrastructure projects linked to 2030, this move illustrates the country’s positioning as a regional hub for sport and lifestyle.

Founded in 1968, Intersport posted a turnover of €14.1 billion in 2025 and operates 5,260 stores in 40 countries. One Retail manages several brands for the H&S Group, which is active in food, beauty, fashion and now sport.

The rollout is still in the preparatory phase, and further operational details are expected in the coming years. It nevertheless fits into a broader trend: the arrival of major international brands in Morocco, gradually reshaping the retail landscape for residents and visiting Moroccans alike.

Check official economic indicators on the Bank Al-Maghrib website

Also on Canal212: our practical guide to key procedures for Moroccans living abroad.

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