Dubai Desert Extreme (DDE)
“I saw an opportunity to open up an industry of recreation and sporting goods in the Middle East.”
- Year selected
- Shahin Khodjasteh
Dubai Desert Extreme (DDE) is a distributor and retailer of sporting goods in MENA. The company has exclusive distribution rights with major sports brands, including Giant, Topeak, New Era, and Volcom. DDE also sells this merchandise in its own retail stores in the UAE. In 13 years, the company has not only brought the biggest names in athletic apparel and equipment to MENA but also generated interest and involvement in sports in the region.