Get to know

All about us


Our aim is to be the UAE’s most successful, respected and admired retailer and wholesaler of authenticated sporting and gaming goods, delivered by fans for fans.


Our customers are sports and gaming fanatics, so we create memorable experiences that bring people closer to their icons. We delight fans with best in the league customer experience in our own stores and online and by working with carefully
selected partners.



We are commited to constantly improving, we learn from our mistakes, we always play to win


We inspire individuals to excl while always remembering that we strongest when we work as a team


We always behave with respect and honesty towards our customers, colleagues and partners


We only trade in products that are guaranteed to be honest, authentic and of premium quality

Seventy8 Sports Timeline

Seventy8 Sports Timeline

The Lead Team

Craig McKelvie

Craig McKelvie CEO spent his early years in retail working for Marks & Spencer before moving into the luxury sector with Harvey Nichols where he progressed from Menswear Department Manager in the Manchester branch, via London’s flagship location, to Store Director in the Mall of Emirates, Dubai.

He left in September 2018 after founding The BootRoom Collection and has subsequently created Seventy-8 Sports Trading LLC. Based in Dubai, alongside his overall role as CEO, Craig leads the Retail operation, product ranging, purchasing and property side of the business.




Geoff Kershaw
Commercial Strategy

Geoff Kershaw CCO spent 12 years working for The Boots Company in the UK and The Netherlands, before moving to Thorntons and progressing to the position of Managing Director of Retail (Stores, ecommerce, Franchising).

In 2015 the PLC was bought by Ferrero SpA and Geoff continued in his role of MD of Retail, running the UK operation and consulting internally on international projects. After leaving in 2017, he began a consultancy business and has since worked with a variety of SME’s helping them build sustainably profitable businesses.