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Sports Brand Owned by Three Egyptian Siblings Set for International Expansion 

Egypt’s WayUp Sports is an e-commerce platform specialised in performance-based sports gear –founded in 2021 by siblings Omar, Mohamed and Basma Afif. WayUp Sports aims to meet the demand for diverse specialised and performance-based sportswear and equipment, sourced directly from local and international brands, suitable for young aspiring athletes to professional champions. The startup provides customers with a flexible shopping journey, by managing the end-to-end product warehousing, quality check, the sales and delivery processes, in addition to offering diverse payment solutions, deals, and customer service personnel, trained to assist sports enthusiasts.