The partnership combines the international reach of one of the world's largest sporting goods retailers with the ambitions of a growing Moroccan retail group, bringing new opportunities for consumers and the country's sporting economy.
CASABLANCA, October 14, 2026 —Morocco's sporting goods market is preparing for a significant new phase of development as Moncef Belkhayat's One Retail announces a strategic partnership with INTERSPORT, one of the world's leading sports retailers.
The agreement will see One Retail, the retail division of H&S Group, develop and operate a new network of INTERSPORT stores across Morocco, beginning in Casablanca during the first half of 2027.
The partnership brings together a globally established sporting goods retailer and a Moroccan business group that has been expanding its presence through international partnerships and acquisitions.
For One Retail, the agreement opens a promising new business segment. For INTERSPORT, it provides a platform for a renewed expansion effort in Morocco. And for consumers, it offers the prospect of greater choice, specialist sporting equipment and access to a broad selection of international brands.
INTERSPORT Brings Global Experience and a Strong Multi-Brand Model
Founded in 1968 and headquartered in Switzerland, INTERSPORT has built one of the world's most extensive sporting goods retail networks.
The group reported €14.1 billion in global omnichannel sales in 2025, operating through 5,260 specialist stores across 40 countries.
Its international scale is supported by established relationships with major sporting brands and a retail model that combines global purchasing expertise with local market knowledge.
That model is particularly attractive for Morocco.
The planned offering brings together brands including Nike, Adidas, PUMA, Under Armour, ASICS and The North Face, alongside INTERSPORT's own collections, such as McKINLEY and Energetics.
Rather than concentrating on one manufacturer, INTERSPORT's multi-brand concept allows customers to compare products across different categories, performance levels and price points.
Running, outdoor activities and training were among the group's stronger international product categories in 2025, demonstrating its relevance beyond traditional football retail.
This diversity could prove valuable in Morocco, where different sports and consumer needs offer opportunities for specialist retailers.
INTERSPORT already has some history in the Kingdom. A store opened in Casablanca in 2014 under a separate local partnership. The agreement with One Retail therefore marks a new chapter in the brand's Moroccan development, rather than its first-ever appearance in the country.
The new partnership offers an opportunity to establish a broader and more structured retail network.
Moncef Belkhayat’s Strategy Gives the Partnership a Strong Local Foundation
Behind the agreement is a wider business strategy pursued by Moncef Belkhayat, founder and chairman of H&S Group.
Through One Retail, Belkhayat has been developing a diversified distribution platform capable of operating established international and Moroccan brands across several consumer sectors.
Its portfolio includes Franprix, Monoprix, Mr.Bricolage Maroc, Flormar, Beauty For You, Venezia-Ice and Dahab Coffee.
Under the leadership of CEO Hicham Kitane, One Retail has brought together businesses in convenience retail, beauty, home improvement and food and beverage. INTERSPORT adds Sport & Lifestyle as a further area of expansion.
The commercial logic is compelling.
Global retailers seeking to expand need more than an internationally recognised name. They require suitable locations, reliable logistics, effective management and a detailed understanding of local purchasing habits.
One Retail's existing operations provide capabilities that can support those requirements.
According to figures shared by Belkhayat, the group currently operates 250 stores across 47 Moroccan cities. It is targeting 400 stores and MAD 2 billion in annual revenue by 2027 across its entire retail portfolio.
These are ambitions for One Retail as a whole, not projections for INTERSPORT alone.
The partnership illustrates an increasingly important role for Moroccan entrepreneurs: acting as long-term operators and development partners for international brands.
Belkhayat described the addition of INTERSPORT as an important step in that strategy.
“Sport & Lifestyle thus becomes a new strategic growth driver,” he said.
The agreement also brings a personal dimension to his business career.
Belkhayat served as Morocco's Minister of Youth and Sports from 2009 to 2012. More than a decade later, his entrepreneurial activities are reconnecting him with a sector in which he previously held national responsibilities.
This time, the focus is on retail investment, international business partnerships and expanding access to sporting products.
Why the Partnership Matters for Moroccan Consumers
For Moroccan shoppers, the arrival of a new INTERSPORT network could deliver tangible benefits.
A wider selection of international brands, specialist product knowledge and additional retail locations would give consumers more options when purchasing sporting equipment.
Morocco already has an established sports retail market, including Decathlon and other specialist distributors. INTERSPORT's expansion would add another recognised international competitor.
That competition creates opportunities for improvements in product variety, customer service and shopping experiences.
The benefits, however, will depend on how the concept is implemented.
Product availability, competitive pricing, knowledgeable staff and convenient store locations will be essential to attracting and retaining Moroccan customers.
INTERSPORT's broad product range offers a promising starting point, particularly for consumers interested in football, running, fitness and outdoor activities.
The partnership also reflects a wider opportunity to make sport part of everyday consumer life, extending access beyond professional athletes and organised competitions.
By combining international sporting expertise with a local operating platform, One Retail and INTERSPORT have an opportunity to build a retail proposition adapted to Moroccan preferences.
A Long-Term Commitment Beyond the 2030 World Cup
The timing adds further significance to the agreement.
Morocco is preparing to co-host the 2030 FIFA World Cup alongside Spain and Portugal, increasing international attention on the Kingdom's sporting ambitions.
INTERSPORT's development plans are designed to extend beyond the tournament.
Belkhayat has indicated that the initial Casablanca location will cover approximately 1,200 square metres on Boulevard Al Massira. Further expansion is envisaged in Bouskoura, Marrakech, Rabat, Tangier and Agadir.
The partnership's longer-term development horizon extends to 2032, suggesting an ambition to establish an enduring retail presence.
INTERSPORT International Corporation CEO Tom Foley expressed confidence in the opportunity.
“Morocco is a dynamic, rapidly evolving market offering exciting growth opportunities,” he said.
Omar Benabdallah, One Retail's Vice President overseeing Beauty, Fashion and Sport, has also identified the partnership as an opportunity to introduce a multi-brand sports retail experience aligned with international standards.
The companies have not disclosed the financial value of their agreement or the precise number of stores planned for the new network.
The next milestones will therefore be important: the opening of the Casablanca store, the performance of its retail concept and the pace of expansion into other cities.
Yet the agreement already offers a clear illustration of how international partnerships can contribute to Morocco's changing consumer economy.
INTERSPORT brings decades of sporting retail experience, recognised brands and international scale. One Retail contributes local market knowledge, operational capabilities and an established platform for expansion.
For Moncef Belkhayat, the partnership represents another important step in developing a diversified Moroccan retail group with strong international relationships.
For Moroccan consumers, it creates the prospect of broader choice and greater access to specialist sporting goods.
And for Morocco's retail sector, the significance goes beyond a new store opening: it is an opportunity to turn international expertise and Moroccan entrepreneurship into a lasting nationwide business.