Good sports

Aurore Nio, Dimitris Karakassis, and Saeed Al Naji aim to bring sports and fitness accessories back on trend with their online concept store Ninjoo

How did Ninjoo begin?

Ninjoo.com is our passion project. We have a huge amount of experience with setting up and running e-commerce businesses for super brands in the GCC. We realised that the concept of athleisure had made its way into footwear and fashion stores but was largely absent from traditional sport and fitness accessories retailing. This sparked a fire in us and we decided to pursue the idea of a premium online retail store to act as a stage for products with an attitude in style, innovation, technology, or sustainability. Through 2020, we worked on the concept, branding, products and setup. We’ve been live since the start of 2021 and couldn’t be happier with what we have created.

Tell us about some of the most unique products we’ll find on the site.

Dumbbells made of solid 18c gold is probably as unique as it gets. Apart from that, you will find a great combination of smart products, such as gym towels with a pocket and a magnet to keep them from slipping off machines at the gym; an LED smart skipping rope that displays your jump count mid-air; and designled products such as fitness balls with a faux-leather cover. In our luxury category, you can get items such as fully customisable foosball tables where you can even customise the players’ jerseys or gender.

What do you suggest for the fitness enthusiast who has everything?

A handmade balance board. It is the perfect add-on to spice up home workouts and a beautiful piece to add style to any living space.

What’s your favourite item on the site?