29th November 2024 - Sports enthusiasts in Kelantan have reason to celebrate as Sports Direct unveils its first-ever store in the state, located at Aeon Kota Bharu. This groundbreaking establishment marks a significant milestone, introducing the region's first elevated sports retail experience.

Boasting an impressive 20,102 sq. ft. of retail space, the store houses both Sports Direct and USC, offering an unparalleled shopping journey for customers.

This latest addition brings the total number of elevated Sports Direct locations across Malaysia to 37, with more on the horizon. The company's commitment to evolution and elevation is crucial in maintaining strong partnerships with leading global sports brands such as Nike, adidas, Under Armour, New Balance, and Asics. This is to ensure customers have access to the best selection, value, and service.

The new Kelantan store is a paradise for sports lovers, featuring over 80 brands and an astounding 30,000+ products across all key sports categories. Shoppers can explore a wide range of global brands owned by Frasers Group PLC, including Karrimor, Everlast, Lonsdale, Slazenger, and many more. This expansion reinforces Sports Direct's multi-sport footprint in Malaysia's East Coast region, living up to its tagline, "Sports Starts Here."

Under the umbrella of Frasers Group Asia Sdn Bhd, Sports Direct and USC are pushing the boundaries of traditional retail. With its regional headquarters in Sunway City, Selangor, the company is focused on future-proofing its business and enhancing product accessibility. The group's vision is to create the world's most admired and compelling brand ecosystem.

USC by Sports Direct, the group's fashion and streetwear division, complements the sports offerings with a shop-in-shop experience. With 16 locations across Malaysia, USC caters to the country's youth, bringing the latest in street lifestyle fashion.

The brand collaborates with international sports fashion labels and introduces exciting British brands to the Malaysian market.

“We're thrilled to bring Sports Direct to Kelantan, strategically positioning ourselves to serve the East Coast region of Malaysia,” said Managing Director of Frasers Group Asia, Mr. Paul Gibbons.

“Our commitment to sports is unwavering, and we continually strive to expand our offerings. We've recently added gear for emerging sports like pickleball and padel, ensuring we cater to all sporting interests.

“We envision this store becoming a premier destination for sports enthusiasts in the region and look forward to potentially opening more locations in the East Coast area in the near future."

With this impressive debut, Sports Direct is set to revolutionize the sports retail landscape in Kelantan, offering a one-stop shop for all things sports and fashion.

About Sports Direct

Sports Direct is Europe’s biggest retailer of sports and fitness retailer footwear, clothing, and equipment. A brand driven by purpose; our mission is to use the powers of sports to champion 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, dance, 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 across 24 countries.

Sports Direct Malaysia is one of the key territory regional growth strategies 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 Groups 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.