GURU, founded in 2022, is a multisport retail store focused on sports performance serving the everyday lifestyle consumer and sports enthusiasts with a mission of becoming the most authentic, premium sports destination.

GURU was created by ATC (Allied Trading & Consultancy), the powerhouse company bringing top global brands to the market; among them the Swiss engineered performance sportswear brand On and the German lifestyle brand BIRKENSTOCK.

With physical stores across Egypt covering Cairo and Alexandria, GURU is expanding its channels and planning new store openings within the coming years to establish itself as a leader in the sports performance industry.