Premium Performance & Sportswear Hub GURU Expands Across Egypt

GURU is steadily expanding Egypt’s retail landscape, offering a mix of high-performance gear and sportswear. Launched in 2022 by Allied Trading & Consultancy (ATC), it has become a hub for global names like On, Nike, Adidas, Asics, and Dunlop, while also offering access to labels such as Birkenstock, Camper, and more.

With branches in Cairo and Alexandria - including  Citystars, District 5, Mall of Arabia, Mall of Egypt, City Centre Alexandria and more - GURU caters to a growing demand for versatile, functional high-performance gear and sportswear that fits seamlessly into modern lifestyles, from running shoes to training essentials.

ATC, the distributor of On, Birkenstock, Camper and other international brands, plans to expand its GURU concept across Egypt. While these plans are already in motion, specifics about these new locations remain under wraps.