Established in the UAE in 2001, Direct Trading has become a leading wholesaler in the MENA region, distributing top rated brands in the world of sportswear, sports equipment and bicycles. Our company’s wholesale portfolio is categorized into the following:

Leading retailers in the region
Sports clubs and high profile fitness centers
National teams and federations
Schools, Universities and sporting academies
Key Government and corporate bodies

We developed an excellent and highly motivated team of experienced professionals in the field of sports, with more than 18 years of experience in management and operations. With a strong understanding of the retail market in our region as well as extensive know-how in customization, sourcing requirements and logistic handling, our multi-national Dubai-based team has a passion for sports and has been able to deliver complete sports solutions to our high profile B2B customers and mega retailers in the MENA region.


Our warehousing facility in Jebel Ali allows us to import large volume of product for easy and efficient re-distribution to the entire MENA region and we also operate a warehouse inside Dubai for efficient and easy supply chain within the UAE and other parts of the GCC..

Our Mission & Vision

With a strong passion for sports we have a vision of growing our distribution network and continuing to grow as a leading distributor of the world’s top sporting brands and to be an active member of the sports community. Our team strive to create an environment that will appeal to a health conscious community by supporting and participating in sporting events and encouraging well known sports personalities to promote a healthier and greener lifestyle. We dont just sell it...WE LIVE IT!