Sun & Sand Sports (SSS) Marks a Grand Debut in Malaysia with its Inaugural Launch Event

Kuala Lumpur, 4 January 2024 – GMG, one of the Middle East's leading family-owned conglomerates that entered the Southeast Asia market at the end of 2020, is excited to announce the grand opening of Sun & Sand Sports (SSS) in Malaysia, solidifying its foothold in Southeast Asia. The highly anticipated grand launch, aptly themed ‘SSS Active Arcade’, took place at Centre Court, Mid Valley Megamall, and provided an extraordinary experience to fitness enthusiasts and lifestyle seekers alike.

With the opening of its stores in Mid Valley Megamall, Pavilion Bukit Jalil, and the soon-to-be-opened outlet at TRX, this strategic expansion marks a significant leap towards its vision of establishing 11 stores across Southeast Asia, including Malaysia, within the next 36 months.

SSS stores will introduce Malaysians to a world of fitness and lifestyle products, featuring over 21 global brands across various sports and intensity levels. This launch stands as a testament to SSS’s commitment to inspiring Malaysians to redefine their approach to performance and well-being while infusing an element of fun into the world of sports. The store is designed with experiential zones and educational spaces, creating an immersive retail experience for the local community.

At the grand launch, Jaclyn Tan Shu Ping, Vice President of Marketing & Brand for GMG Asia, expressed “We are thrilled to bring Sun & Sand Sports to Malaysia, enriching the nation’s sporting landscape. As SSS ventures into Malaysia, marking a significant milestone in its international expansion, the brand is set to redefine the sporting landscape in the region. Our entry into the Malaysian market is driven by a commitment to impart not just products but experiences that resonate with the ethos of a sporting community. At GMG, we believe in enhancing active lifestyles and are proud to share our unique concept that combines cutting-edge technology with exciting in-person touchpoints.”

Since its inception in 1979 in Dubai, UAE, SSS has been at the forefront of promoting an energetic and vibrant lifestyle, becoming synonymous with a commitment to sports excellence. With a robust portfolio encompassing the world's most renowned sports and lifestyle brands, SSS has evolved into a sporting haven, particularly for its dedicated Middle Eastern clientele.

SSS, with a vision firmly rooted in the profound connection between sports and joy, has become a beacon for enthusiasts seeking more than just sporting goods. Affirming that sports transcend mere activities, the brand goes beyond the conventional, inviting Malaysians to redefine their sport with joy, fun, and unique expression that sports bring to life. With its debut to Malaysian shores, the brand celebrates the spirit of sports, empowering individuals to reshape their athletic narrative uniquely - with a clear call to ‘redefine your sport with SSS’.

Everyone’s A Winner with SSS

SSS stormed Malaysian shores in style last November, offering consumers the chance to win up to RM50 in vouchers with Opening Weekend Specials for each store. Be sure to catch the brand’s next stop – the opening of SSS TRX, for your chance to snap up these vouchers!

The brand also unveiled “SSS Active Arcade” online, a vibrant microsite that introduced Sarah, Sam, and Siti – Characters that embody different aspects of the modern Malaysian fitness enthusiast. The site featured interactive minigames, an arcade style leaderboard and sure-win vouchers for everybody, as well as special prizes for the top three of each game.

SSS Grand Launch Brings Active Arcade to Life

In celebration of its Grand Launch, SSS brings Active Arcade to life, transforming Centre Court Mid Valley Megamall into a vibrant hub of gamified fitness activities offering a generous total prize pool of RM50,000, as well as exclusive merch, from 4th to 7th January 2024. The store also invites shoppers to immerse themselves in experiential zones, including custom-designed locker displays and a public Sports Poll.

The weeklong celebration of all things fitness welcomes Malaysians of all ages to elevate their sporting experience with a variety of exhilarating challenges, including those which mirror the minigames on the brand's microsite.

Simply collect an SSS Active Arcade Game Card and take your pick from challenges such as 'Find Your Balance,' 'Laundro Ball,' 'It's Leg Day,' 'Bike Rush,' and 'Hoops for Days'. Each completed challenge earns you one stamp. You need only collect 3 stamps to claim exciting rewards!

A One-Stop Destination for Malaysia’s Growing Sporting Community

The SSS stores in Malaysia will provide access to quality sporting and lifestyle goods from renowned brands including Nike, Adidas, New Balance, Puma, ASICS, Under Armour and more. Beyond mere sportswear, visitors will discover a treasure trove of athletic equipment catering to the diverse needs of all Malaysians, from seasoned athletes to those just starting out on their fitness journey.

SSS Strikes a Harmonious Chord as the Official Sports Partner for The Music Run

In an exciting development, SSS proudly announces its role as the Official Sports Partner for the highly anticipated The Music Run. This strategic collaboration is aligned in a shared vision to inspire the younger generation to embrace an active and vibrant lifestyle. This partnership seamlessly blends the realms of sports and music, challenging conventional notions and opening new avenues for individuals to engage in physical activities.

By integrating the rhythmic beats of music with the exhilaration of sports, SSS aims to redefine the boundaries of wellness, encouraging a dynamic and enjoyable approach to staying fit. The collaboration with The Music Run reflects SSS's commitment to innovative initiatives that transcend traditional norms, promoting a holistic perspective on health and well-being. Together, the brands are looking forward to fostering a community that embraces both the rhythm of music and the joy of sports, making fitness an accessible and enjoyable experience for all.

As the SSS brand continues to make waves in the Southeast Asian market, the recent store openings exemplify the brand's commitment to providing more than just a retail experience but a celebration of sports and active living.

List of Sun & Sand Sports (SSS) stores in Malaysia:

• Mid Valley Megamall, Kuala Lumpur
• Pavilion Bukit Jalil, Kuala Lumpur
• The Exchange TRX, Kuala Lumpur (opening soon)