Sports Direct Opens Up Shop in Bukit Bintang

Sports Direct Malaysia opens its new 5-storey flagship superstore in Bukit Bintang. Sports Direct now currently has 28 stores since making its way into the Malaysian market in 2011.

The launch was officiated by Paul Gibbons, Managing Director of Sports Direct Malaysia and witnessed by H.E. Vicki Treadell CMG MVO, British High Commissioner to Malaysia, Datuk Seri Michael K C Yam, Chairman of InvestKL and Y.A.M. Tunku Tan Sri Imran Ibni Almarhum Tuanku Ja’afar, President of the Olympic Council of Malaysia.

“We have seen a demand for a better quality of life, with an emphasis on health and wellness that has contributed to more and more Malaysians taking up sports. In recent years, Malaysians both young and old, have become interested in group sports activities such as cycling, hiking, running, obstacle courses and general fitness. Being active is no longer a chore, but has evolved into inclusive, communally shared activities that are done with family, friends and even neighbours,” said Paul Gibbons, Managing Director of in Malaysia.

Standing (L-R): Datuk Seri Michael Yam, Chairman of Invest KL and Andrew Sill, Chairman of British
Malaysian Chamber of Commerce.
Seated (L-R): Paul Gibbons, Managing Director of Sports Direct Malaysia, H.E. Vicki Treadell, CMG MVO, British High Commissioner to Malaysia and Y.A.M. Tunku Tan Sri Imran Tuanku Ja’afar.

Sports Direct’s big box store model offers a wide selection of global brands in sportswear, footwear and sports equipment. Designed with the same look, feel and flow of the modern UK stores, the store provides the widest and most in-depth range of equipment by brand, technical innovation and value. The stores are zoned by key sports categories:

  • The Boot Room for football
  • SheRunsHeRuns for running
  • Fitness & Fight Zones for fitness, cross training, gym equipment, weights, boxing, martial arts and yoga
  • Racket Centre for badminton, squash and tennis
  • Swim Shop for pool, beach, water sports and activities
  • Field & Trek for outdoor, hiking, trekking and camping
  • The Game Room for table games, darts, table tennis
  • Big Action for bikes and skates
  • Team Sports for basketball and rugby
  • Men Sports Lifestyle
  • Women Sports Lifestyle
  • Kids Sports Lifestyle.

Differing slightly from the other Malaysian outlets, the Bukit Bintang outlet will soon stage fitness classes on the rooftop level, where customers will be able to participate. The classes will kick off with Workout Day, organised in conjunction with National Sports Month, between 21–29 October 2017.

As part of Sports Direct’s further commitment towards investing in people and community, the company is also working to provide employment opportunities for those who are differently-abled. Gibbons explains that the company is “moving towards a more inclusive and diverse working culture, to remove barriers and perceptions, harnessing the value and talent that differently-abled people have to offer.”

Sports Direct is a popular sports shopping destination in the UK and Europe with over 760 stores and a global annual sales revenue of 3.2 billion pounds (RM18 billion). Malaysia is the company’s first expansion into Southeast Asia, partnering with Malaysian owned MST Golf Group of Companies. Sports Direct is also available online at Lazada, with plans to launch proprietary e-commerce site. The company aims to continue growth in Southeast Asia using Malaysia as the regional hub.


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