KUALA LUMPUR, 24 JANUARY 2026 - Sports Direct Malaysia officially launched its new community-led initiative, Sport Starts With You, with an energising HIIT workout session titled HIIT The Limit at Sports Direct Bangsar Village 3. Designed for everyday Malaysians, the initiative aims to make movement more accessible, inclusive, and part of daily life; no matter where one is starting from.

Bringing together media, creators, and members of the local fitness community, HIIT The Limit was created around a simple idea; fitness doesn’t have to start at the “right” time or shape. It starts when you show up.

“Sport Starts With You reflects our long-term commitment to making sport more accessible and relevant to everyday life. Through initiatives like this, we’re creating more opportunities for people to connect through movement; whether they’re just starting out or staying active. It’s about building stronger communities and giving our members meaningful experiences that extend beyond the store.” said Kelly Lim, Head of Marketing at Sports Direct Malaysia.

The opening session of Sport Starts With You was powered by Under Armour, with more than 40 participants training in the brand’s Charged Commit TR 5 for men and Charged Aurora 2 for women footwear; both designed for gym-based and high-intensity workouts involving dynamic movement.

The footwear supported participants throughout the session, allowing them to move with confidence and focus on the workout experience. The collaboration reflects a shared commitment between Sports Direct and Under Armour to support everyday training through purposeful, performance-led products.

“We’re proud to kick off this first session with Sports Direct. The Charged Commit TR 5 and Charged Aurora are designed to support how people actually move during high-intensity training, helping them stay comfortable and confident throughout the workout.” said Samantha Lim, Commercial Director at Under Armour Malaysia.

Following the launch of HIIT The Limit, Sport Starts With You marks the beginning of Sports Direct Malaysia’s broader effort to build meaningful, movement-led experiences for its community; extending engagement beyond retail and into everyday active lifestyles.

About Sports Direct

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.