[22nd November] Frasers Group is set to unveil an impressive new Sports Direct flagship store in Sunway Pyramid Mall today, marking a significant milestone in the company's expansion. This state-of-the-art retail space, spanning an impressive 22,117 sq. ft., promises to revolutionize the sports shopping experience in the city.

The expansive store is designed to captivate customers with its innovative layout, featuring dedicated zones for various sports and activities.

Sports Direct Sunway Pyramid showcases an extensive collection of leading global sports and lifestyle brands, including Nike, adidas, Under Armour, New Balance, and Asics.

The store features a unique brand selection, highlighted by Frasers Group's USC section. This dedicated area caters to fashion-forward shoppers, offering a curated assortment of premium lifestyle brands such as Jack Wills, Fila, Lacoste, Vans, and Asics all in one convenient space.

This new flagship store reinforces the Group's dedication to providing premium retail experiences, solidifying its position as a sports industry leader.

The store offers comprehensive sections for men, women, and children, with specialized areas for various sports including football, running, outdoor activities, training, racket sports, swimming, and niche sports.

Key features include an innovative Outdoor Concept, a dedicated Fitness Studio, and Sports Direct's industry-leading Running Concept. The Running Concept stands out by offering cutting-edge tools, including gait analysis, to guide customers in selecting the ideal products for their individual running needs, regardless of their experience level.

“We’re always expanding and improving our sports categories to bring you the best options and ensure you stay ahead in the game,” said Paul Gibbons, Managing Director of Frasers Group Asia.

We’re excited to expand our offering with even more sports; we recently introduced pickleball and padel to our growing product range. Stay tuned for what’s next!

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.