Intersport to return to Morocco in 2027 with Moncef Belkhayat’s group
Intersport is preparing a new push into Morocco, twelve years after entering the market with Hicham El Guerrouj. This time, the sporting goods giant is teaming up with Moncef Belkhayat’s group to open stores from 2027, starting in Casablanca.
International group Intersport has signed an agreement with One Retail, a subsidiary of H&S Group, to expand its network in Morocco. The first stores are scheduled to open in the first half of 2027, with a rollout in the Kingdom’s main cities through 2032, reports Spanish specialist publication Modaes.
The retailer already knows the Moroccan market. In October 2014, two-time Olympic champion Hicham El Guerrouj opened the first Intersport store in Casablanca, on Boulevard de la Résistance. The former athlete then held the exclusive rights to the brand in Morocco. His agreement provided for the opening of around fifteen stores in the country’s major cities.
Twelve years later, Intersport is restarting its expansion with a different partner. The first store in this new phase will open on Boulevard Al Massira in Casablanca, covering an area of 1,200 m².
Moncef Belkhayat takes over
The new partner, Moncef Belkhayat, a former Moroccan minister of Youth and Sports, heads H&S Group. Its subsidiary One Retail already operates several international brands, including Monoprix, Franprix, Mr. Bricolage and Flormar. It will oversee the development, logistics and operation of Intersport stores in Morocco.
After Casablanca, the plan calls for stores in Bouskoura, Marrakech, Rabat, Tanger and Agadir, according to announcements by One Retail. The retailer will offer sporting equipment, footwear and apparel from brands such as Nike, Adidas, Puma, Asics, Under Armour and The North Face, as well as its own McKinley and Energetics collections.
Intersport has 5,260 stores in 40 countries and recorded 14.1 billion euros in sales in 2025. Its Moroccan partner, One Retail, currently operates 250 stores in 47 cities and aims to expand its multi-brand network to 400 outlets in 2027.
