Jabra, a leading sports audio producer, has appointed Ultimo as a distributor in South Africa. Headquartered in Johannesburg, Ultimo was established in 1998 and has built a strong reputation for representing leading sports and outdoor brands locally and throughout Africa.

“Our vision is to become the brand of choice when it comes to sports audio products,” says Ahmed Elkalliny, regional sales director for Middle East & Africa at Jabra. “As part of our commitment to this community, we have recently joined the 2015 ITU World Triathlon Series as a global partner and the appointment of Ultimo, as a distributor in South Africa, reaffirms our focus to offer innovative wireless sport ear-buds to sport and outdoor enthusiasts across the region.”

Ultimo’s market and product experience, coupled with their extensive national footprint, will support the Jabra brand in truly making an impact locally.

“We are excited to represent the Jabra sports and outdoor family of products in South Africa,” says David Harrington, MD at Ultimo. “With the recent introduction of the Jabra Sport Pulse Wireless, the first Dolby-enhanced wireless ear-buds with a built-in heart rate monitor, Jabra is poised to become a category leader. Jabra’s unique ear-buds are designed for the active consumer and will not only enhance any workout experience but, we believe, delivers best in class products.”

“We represent over 10 other sports and outdoors brands in South Africa, holding distribution rights locally and into sub-Saharan Africa, this together with our knowledge of retail and consumer requirements has ensured we developed long terms partnerships with the brands and we look forward to working closely with Jabra here,” adds Harrington.