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Sports Direct Unveils New Flagship Superstore in Bukit Bintang

Announcements, News, Pictures, Press Release

13 Nov 2017

Back from left: Invest KL Chairman, Datuk Seri Michael Yam, BMCC Chairman, Andrew Sill, Sports Direct Malaysia Managing Director, Paul Gibbons, British High Commissioner to Malaysia, H.E. Vicki Treadell CMG, MVO, and Tuanku Tan Sri Imran Tuanku Ja'afar
Back from left: Invest KL Chairman, Datuk Seri Michael Yam, BMCC Chairman, Andrew Sill, Sports Direct Malaysia Managing Director, Paul Gibbons, British High Commissioner to Malaysia, H.E. Vicki Treadell CMG, MVO, and Tuanku Tan Sri Imran Tuanku Ja’afar

KUALA LUMPUR, 20 October 2017 – Through the loyal support of an expanding customer base, Sports Direct Malaysia today launched its new 5-storey flagship superstore in Bukit Bintang, at the heart of Kuala Lumpur’s Golden Triangle. Marking the company’s unprecedented growth across Malaysia, 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 neighbors,” said Paul Gibbons, Managing Director of SportsDirect.com in Malaysia.

“Sports Direct is proud to play a role in helping Malaysians find a sport that they love and building an active sporting community, which is in line with efforts by the Youth and Sports Ministry to transform the country from a sports-watching nation to a sporting nation. Sport does not discriminate and should be enjoyed by everyone, which 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. Through this, Sports Direct wants to encourage people to be more active in sports, regardless of age, demographic, level of fitness or involvement,” Gibbons elaborated.

Designed with the consumer in mind, Sports Direct’s big box store model offers a wide selection of global brands in sportswear, footwear and sports equipment. Customers will experience the

same look, feel and flow of the modern UK stores, providing the widest and most in-depth range of equipment by brand, technical innovation and value. The stores are zoned by key sports categories, namely:

  • 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.


The new Bukit Bintang flagship concept, differs slightly from the other Malaysian outlets as it 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 Directs 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.”

As the UK’s #1 largest sporting goods retailer, Sports Direct is a well-known 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 marks the first foray in the Southeast-Asian region, establishing a direct retail investment in Asia through a partnership with Malaysian owned MST Golf Group of Companies, a well-established golf retailer and service provider in the region.

Sports Direct is also available online at Lazada, with forthcoming plans to launch SportsDirect.com proprietary e-commerce site. The company is also working towards strategically grow their business in South East Asia, using Malaysia as the regional hub.

In conjunction with National Sports Month, Sports Direct is offering amazing deals to motivate Malaysians to get up and get active! To view more great deals and other instore promotions, visit the website at www.sportsdirect.com.my and follow SportsDirect.com on social media to keep up with the latest product news.