Our Story

Founded in 2007, Amaan Trading CC began as a trusted importer and supplier of towels, face cloths, and dish cloths. From the outset, we built our reputation on quality products, reliable service, and strong customer relationships, becoming a preferred supplier to resellers, spas, hotels, promotional companies, the hospitality industry, and the general public.

In 2012, driven by a passion for cricket and a vision for growth, we expanded into the sporting goods industry by launching our dedicated sports division, New Africa Sports. Through hard work, exceptional customer service, and a strong commitment to supporting our retail partners, we quickly established ourselves as a respected and trusted name within the cricket industry.

Our journey from a textile supplier to a leading sports distributor reflects our entrepreneurial spirit, customer-first approach, and commitment to continuous growth. These values continue to guide us as we expand our product range, strengthen our partnerships, and serve customers across Southern Africa.

Expanding Our Legacy

Within a short span of time, we forged strong partnerships with some of the most respected names in the cricketing world, including MRF, DSC, SS, NAS, Ceat, EM, 360 by EM, Moonwalkr and MB Malik. As the sole distributor for these renowned brands across our operating regions, we established ourselves among the leading names in the sports retail and distribution industry.

In 2019, we expanded beyond cricket equipment by entering the lifestyle apparel market through collaborations with celebrated brands such as Seven by M. S. Dhoni and EM. This strategic expansion enabled us to offer customers a broader range of premium sports and lifestyle products.

Our commitment to offering world-class sporting products was further strengthened through our partnership with 360 by EM, a premium cricket brand developed in collaboration with legendary South African cricketer and former national captain AB de Villiers. This partnership reflects our dedication to bringing internationally recognized brands and innovative products to players and cricket enthusiasts across our markets.

Today, our passion for excellence continues to drive everything we do. We are constantly exploring new opportunities, building lasting partnerships, and expanding our reach while remaining committed to delivering quality, innovation, and exceptional service. As we grow, our mission remains the same—to inspire confidence, create value, and be a trusted name in the sporting industry.