Swedish squash brand Salming Sports AB signed Ramy Ashour to a collaboration that involves the Egyptian squash player wearing Salming shoes and apparel. The partnership started at the Al Ahram Egypt tournament September 17.

Ashour was born in Cairo, Egypt on September 30, 1987. He started to play squash when he was only six years old. Encouraged by his parents, he went on to claim his first title in 2004 when he won the Men’s World Junior Squash Championship at the age of 16. In January 2010 he reached World No. 1 for the first time, at just 22 years of age, becoming the youngest player to do so in 26 years. In 2013, he came back from 2-0 to defeat Gregory Gaultier in the final of the Tournament of Champions. On November 21, 2014 he won his third world title by defeating Mohamad El-Shorbagy at the Squash World Championship in Doha.

“I am very excited to partner with the Salming brand and endorse their products,” said Ashour. “They are a very forward looking company and innovators in the squash world. The fact I let go of another huge brand to use Salming’s products is proof of the quality and excellence of their products.”

Tomas Solin, CEO of Salming, said, “At Salming, we’re excited and proud to embark on this journey with Ramy; from the first time we spoke it is clear that this will be a very special relationship. Ramy’s way of playing the game, in combination with his vibrant personality on and off the court, fits our brand like a hand in the glove and we cannot wait to kick this off.”