From Running to Lifestyle: 6 Reasons to Shop at Sports Direct Elevated Flagship Putrajaya

Sports Direct Malaysia has unveiled its newly elevated flagship store at IOI City Mall, marking a bold new chapter in sports retail. Spanning over 20,000 sqft, this third flagship in Malaysia combines world-class design with local cultural identity, offering a one-stop destination for athletes, families, and lifestyle seekers. Here are six compelling reasons why this flagship deserves a spot on your must-visit list:

Every stride counts. Find the shoes that move with you.

1. Market-Leading Running Concept

For runners, this flagship is a game-changer. Sports Direct’s Running Concept is designed to help every level of runner find the perfect gear. Highlights include a cutting-edge gait analysis machine that provides personalised recommendations based on foot structure and running style, a wide selection of running footwear from global brands like Nike, adidas, Asics, and New Balance, and specialist apparel and accessories to support training, recovery, and performance. This zone ensures runners can make informed choices, turning every run into a more comfortable and effective experience.

Run smarter, not harder – discover your perfect fit with gait analysis.

A wide selection of running footwear from global brands like Nike, adidas, Asics, Under Armour and New Balance.

Where runners meet innovation – the ultimate Running Concept awaits.

“From jerseys to boots – everything your team needs in one place.

2. Malaysia’s Largest Football Zone

At the heart of the store lies Sports Direct’s biggest football zone in the country. This dedicated space caters to players, fans, and teams with a comprehensive football footwear wall featuring top-tier options from Nike, adidas, and Puma, official club and national team jerseys, and training apparel, accessories, socks, bags, and more. Purposefully segmented and visually impactful, this zone is a paradise for football lovers seeking performance and style.

USC Lifestyle: fashion-forward, sport-inspired.

3. USC Lifestyle Area for Premium Brands

Beyond sports, the flagship introduces a dedicated USC lifestyle zone for trend-focused consumers. Here, shoppers can explore iconic premium lifestyle brands all in one space, including Jack Wills, Fila, Vans, Converse, New Era, and Lacoste. This curated area blends fashion and function, making the store a destination not just for athletes but also for those who want to elevate their everyday style.

Empowering women in motion with gear that fits, supports, and inspires.

4. Empowering Women in Sports: Inside the Bra Studio

The Bra Studio at Sports Direct Elevated Flagship IOI City Mall is thoughtfully designed as a dedicated destination for women to find the perfect fit for every sport and activity. Featuring a wide range of performance bras and leggings from leading global brands, the space combines expert guidance with product innovation to ensure comfort, support, and confidence. Whether for running, training, yoga, or everyday wear, the Bra Studio empowers women to choose gear tailored to their needs, making it an essential stop in the store’s commitment to inclusivity and elevating the sports retail experience in Malaysia.

A flagship that inspires – global design, local pride.

5. Inspiring Global-Standard Store Design

Drawing from Sports Direct UK’s elevated retail blueprint, the IOI City Mall flagship is designed to inspire. Highlights include mirror ceiling installations, LED archway visual experiences, strategically segmented product zones, and lifestyle storytelling corners. Anchoring the design is a custom mural wall celebrating Putrajaya’s architecture, landscape, and cultural icons, blending global sports innovation with local pride and community relevance.

Sports Direct Putrajaya – raising the bar for Malaysia’s sports culture.

6. Commitment to Elevating Sports Culture in Malaysia

This flagship is more than a store; it is a commitment to raising the standard of sports retail in Malaysia. With specialised zones like the Outdoor Concept, educating customers on outdoor gear and activities, and the Bra Studio, helping women find the right sports gear, Sports Direct delivers inclusivity and innovation. As Dave Forsey, APMEA General Manager at Frasers Group, noted: “Whether you’re a professional athlete or staying active with family, this store is built for you.”

From left to right: Mr. Simon Soh, General Manager of Sunlightsports; Ms. Samantha Lim, Commercial Director of Under Armour Malaysia; Mr. Steven Tan, Country Manager of Puma Malaysia; Mr. Preston Page, Country Manager of adidas Malaysia; and Mr. Dave Forsey, General Manager APMEA, Frasers Group.

Step into Malaysia’s ultimate sports destination today. Visit the Sports Direct Elevated Flagship at IOI City Mall, Putrajaya, and experience world-class retail, cutting-edge running innovations, and the largest football zone in the country. Whether you’re an athlete, a trendsetter, or a family looking for inspiration, this is the store built for you. Don’t just shop—be part of the future of sports culture in Malaysia.