28 and growing

SPORTS Direct Malaysia (Sports Direct) celebrated the official opening of its five-storey “super spacious store” along Jalan Bukit Bintang in Kuala Lumpur city centre recently. The new outlet marks the company’s 28th store since the brand forayed into the Malaysian market in 2011. Two more stores are in the pipeline, scheduled to open in 2018.


Sources from the sporting goods retailer said that the store’s “big box store model” attracts customers; it offers a wide range of sportswear, footwear and sports equipment covering a wide selection of global brands, and provides an experience similar to shopping in a modern style UK store.

Furthermore, the in-store configuration or zoning, makes it easy for customers who know exactly what they want. Goods are categorised and displayed accordingly at specific zones.

Sports Zones
▶ Fitness &Fight Zone;
▶ Sheruns Heruns;
▶ Racket Centre;
▶ Boot Room;
▶ Game Room;
▶ Big Action;
▶ TeamSports;
▶ SwimShop;
▶ Field&Trek; as well as
▶ Men’s, Women’s and Kid’s Sports Lifestyle zones.


A brilliant idea, extraordinary feature and great selling point is that customers get the opportunity to participate in fitness classes while at the store. These sessions are set to take place at the rooftop level.

Present at the official launch was Sports Direct Malaysia managing director Paul Gibbons who shared his delight on the company’s accomplishments since it set foot in Malaysia.

“Sports Direct is proud to play a role in helping Malaysians find a sport that they love. The brand is also happy to be part of building an active sporting community here, an objective which is in line with the efforts of the Youth and Sports Ministry to help transform the population from a sports-watching nation to a sporting nation,” Gibbons said.


The managing director also shared his view on sports in general. He commented that it should not discriminate and should be enjoyed by everyone.

“This is the very core of Sports Direct’s business and customer values ... to offer a great range of international brands and genuine products at very competitive price points to cater to each individual’s wants and needs,” Gibbons informed.

With that, he added that Sports Direct aims to encourage people to be more active in sports, regardless of age, demographic group, level of fitness or involvement.

The store, from “the other side of the counter” has also made it part of its culture to offer employment opportunities to the differently abled – “part of the company’s effort in being a more inclusive and diverse work place,” shared Gibbons.

In conjunction with National Sports Month this October, Sports Direct has some amazing deals and bargains. Check out the running attire and fitness deals offered until Nov 12. For more information, visit Sports Direct social media pages.