Among the key features at the newly opened Sunway outlet is a dedicated fitness studio.
PURSUANT to its ideals of “using the powers of sport to champion the legend in everybody”, Sports Direct is expanding its footprint in Malaysia.
The company has opened a second flagship store, in Sunway Pyramid, Petaling Jaya in Selangor, paving the way for a new era in its journey.
Speaking at the outlet’s launch, Frasers Group Asia managing director Paul Gibbons said: “The opening of this flagship store marks a major milestone in the company’s expansion.
“This state-of-the-art retail space, spanning just over 22,100sq ft, promises to revolutionise the sports shopping experience in the city.
“The store is expansive and designed to captivate customers with its innovative layout, featuring dedicated zones for various sports and activities.”
Gibbons speaking at the launch of the new flagship store.
He added that the store featured a unique brand selection, highlighted by Sports Direct’s parent company Frasers’ USC section, a clothing retailer that is part of the Frasers Group.
Gibbons said Frasers Group had invested significantly in sport retail stores across Malaysia, with 36 stores opened to date and another four more to be added by the end of the year.
“We’re always expanding and improving our sports categories to bring our customers the best options and ensure they stay ahead in the game,” he said.
“The dedicated areas cater to fashion-forward shoppers, offering a curated assortment of premium lifestyle brands such as Jack Wills, Fila, Lacoste, Vans and Asics, all in one convenient space,” he said.
Sports Direct Sunway Pyramid showcases an extensive collection of leading global sports and lifestyle brands, including Nike, Adidas, Under Armour and New Balance.
The dedicated areas offer an assortment of premium lifestyle products.
“This new flagship store reinforces the Group’s dedication to providing premium retail experiences and solidifying Sports Direct as a sports industry leader,” said Gibbons.
The store offers comprehensive sections for men, women and children, with specialised areas for various sports including football, running, outdoor activities, training, racket sports, swimming and niche sports.
Among the key features are an innovative outdoor concept, a dedicated fitness studio and Sports Direct’s industry-leading Running Concept.
“The Running Concept stands out by offering cutting-edge tools, including gait analysis, to guide customers in selecting the ideal products for their individual running needs regardless of their experience level,” Gibbons said.
“We are excited to expand our offering with even more sports. We recently introduced pickleball and padel to our growing products range.
“There will be much more to follow soon,” he added.
