PUTRAJAYA, 28 NOVEMBER 2025 - Sports Direct Malaysia proudly celebrates the opening of its newly revamped store at IOI City Mall, marking a significant milestone in the brand’s continued retail evolution. As the third Sports Direct flagship store to open in Malaysia, it embodies Sports Direct UK’s latest elevated flagship design concept, bringing a world-class sports retail environment to Malaysian customers while staying rooted in local identity and culture.
Spanning over 20,000 sqft, the flagship is designed as a comprehensive one-stop sports destination for professional athletes, weekend players and families. Customers will find a wide selection of footwear, apparel and equipment across global sports brands like Nike, adidas, Asics, New Balance, and more brands from Fraser Group’s ecosystem including Everlast, Karrimor, Slazenger and USA Pro. The store also features USC - a dedicated area set out for trend-focused consumers to explore and shop the most iconic premium lifestyle brands in one space - such as Jack Wills, Fila, Vans, Converse, New Era and Lacoste.
Sport Direct’s Largest Football Zone
At the heart of the refreshed store lies Sports Direct’s largest football zone in Malaysia - a dedicated space designed especially for players, fans and teams, featuring:
Purposefully segmented and visually impactful, this flagship also features dedicated areas for running, outdoor, training, rackets, swim and specialist sports, including the Outdoor Concept, a dedicated Bra Studio and Sports Direct’s market leading Running Concept.
Digitally Enhanced Retail Experience
The refreshed flagship integrates digital touchpoints throughout the store to support a seamless, intuitive, and engaging shopping journey. Customers can explore LED display zones that spotlight the latest collections, promotions and product features in real time. By merging immersive retail with dynamic digital content, Sports Direct aims to deliver a shopping experience that is more personalised, informative and memorable, while helping brands connect with consumers exactly where decisions are made.
A Retail Design Built to Inspire
Drawing from Sports Direct UK’s elevated retail blueprint, the flagship at IOI City Mall features:
A standout feature is the custom mural wall, commissioned to celebrate Putrajaya’s architecture, landscape and cultural icons. This mural anchors the store with a strong sense of place, blending global sports innovation with local pride and community relevance.
Commitment to Elevating Sports Culture in Malaysia
“IOI City Mall is an important location for our community in Putrajaya and the Klang Valley,” said Dave Forsey, APMEA General Manager at Frasers Group. “This flagship represents our commitment to raising the standard of sports retail in Malaysia. By offering an inspiring environment, accessible performance products, and more immersive ways to discover and shop. Whether you’re a professional athlete or staying active with family, this store is built for you,” he added.
Sports Direct is a leading retailer for sports and fitness, retailing footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sports to champion the legend in everybody. Whatever your sport, whatever your style and whatever your ambition, we offer the quality and choice to make anyone feel like a winner.
Whether it’s football, running, training, boxing, walking, badminton, cycling, or swimming, we aim to serve, support and inspire with products that bring out the best in everyone. What started as a high-street store has evolved into the ultimate destination for sport and fitness, serving millions of customers every week over 30 countries.
Sports Direct Malaysia is one of the key territories within the regional growth strategy in Southeast Asia. For more information, visit Sports Direct at www.SportsDirect.com.my.
About Frasers Group
Frasers Group started as a small store in Maidenhead in 1982 and from there, grew to become a global powerhouse. As the business evolved, 2019 saw the rebrand of Sports Direct International to Frasers Group plc; a reflection of the Group’s growth and change in market identity.
Led by Chief Executive Michael Murray, the business is set on a formidable upwards trajectory as it continues to expand with its pioneering approach to retail. Frasers Group provides consumers with access to the world’s best Sports, Premium and Luxury brands by providing a world-leading retail ecosystem and continues to be a leader in the industry.
Frasers Group is committed to rethinking retail by driving digital innovation and providing unique store experiences to its consumers globally.