Egyptian Prime Minister Mostafa Madbouly met with Johan Kuhlo, General Manager of EEMEA Distribution at PUMA, on Monday to discuss the company’s interest in establishing manufacturing operations in Egypt.
The meeting, held at the government headquarters in the New Administrative Capital, was also attended by Minister of Youth and Sports Ashraf Sobhy, PUMA’s Regional Director for the Middle East and North Africa Harald Hoover, and Egyptian Handball Federation Treasurer Omar Salah.
Madbouly expressed his support for PUMA’s potential move into manufacturing in Egypt, while Sobhy announced a sponsorship agreement between PUMA and the Egyptian Olympic team, facilitated by Concrete. Sobhy further noted the signing of a separate agreement for a manufacturing partnership between Egypt and PUMA.
Kuhlo highlighted Egypt’s attractiveness as a market, citing its large population of over 110 million, a growing middle class – the largest in the Middle East and Africa – and a youthful demographic with over 50% under the age of 25. He also pointed to Egypt’s well-developed infrastructure and strong sporting culture.
PUMA’s existing presence in Egypt, with branches in numerous malls and sponsorships of various sports teams and athletes, was emphasised by Kuhlo.
He expressed the company’s desire to expand production and sales in the Egyptian market, potentially including manufacturing enough to cover both domestic needs and exports to neighbouring Middle Eastern countries.
Kuhlo’s ambition is to solidify PUMA’s position in a market increasingly attracting global sportswear brands.
The meeting concluded with the Prime Minister requesting a detailed plan from PUMA regarding its investment plans in Egypt’s manufacturing sector. This will allow the government to consider potential support measures and facilitate the implementation of PUMA’s project through incentives.
Prime Minister Madbouly acknowledged the presence of other global companies manufacturing in Egypt and expressed his hope for PUMA’s continued growth and market penetration, particularly in light of the company’s commitment to local manufacturing.
