PETALING JAYA (Dec 6): Sports Direct Malaysia has opened its latest superstore at Tropicana Gardens Mall.

According to a statement on Monday (Dec 6), the newly-opened store is the 33rd in Malaysia and has a built-up area of 28,000 sq ft, which includes both Sports Direct and the new USC lifestyle facia. 

The launch coincides with Sports Direct’s announcement of its holding company name for the region — Frasers Group Asia Sdn Bhd. Its new regional headquarters is located in Sunway City. 

Frasers Group Asia managing director Paul Gibbons said that the pandemic temporarily delayed the expansion of the company into the Southeast Asia region.

“We are continuing to develop and elevate our Sports Direct store concept, which will include the new USC lifestyle facia, hence providing a seamless crossover from sport to street as well as leisurewear.

“Our primary aim remains to deliver unparalleled value and a variety of branded sports gear but now in a fresh, easy-to-shop format across our various sports and lifestyle zones, [which] include informative LED screens at both the entrance and in-store to highlight latest promotions, trends and activities,” Gibbons added. 

Tropicana Corp Bhd group executive director Jared Ethan Ang said: “We are thrilled to house one of the largest Sports Direct stores in Malaysia and a signature USC store. It is a privilege for Tropicana Gardens Mall to be chosen by the UK’s number one sports retailer. Fitness fans will be pleased to know that attractive prizes are waiting for those joining the Under Armour workout challenge on Dec 11 organised by Sports Direct.”

The Sports Direct superstore is divided into zones by key sports categories, which include football, running, training, rackets, swimming, SD Sports, SD Lifestyle and outdoor. The statement mentioned that further expansion of Sports Direct in Malaysia includes an upgrade on the proprietary web platform at sportsdirect.com for domestic and regional fulfilment. 

Sports Direct stand-alone superstores are set to open next in December at Sunway Pyramid, followed by Pavilion Bukit Jalil and Sunway Carnival early in the new year.