adidas Brand Center at Sunway Pyramid Becomes Malaysia’s New Creative Playground to Inspire Communities, Celebrate Individuality, and Push the Boundaries of Creativity

Petaling Jaya, 8 October 2025 --- adidas has marked its most ambitious retail transformation yet with the re-opening of the adidas Brand Center at Sunway Pyramid. Reimagined across two levels, the space stands as the brand’s creative landmark, where sports, streetwear, and culture collide, reflecting adidas’ global heritage while celebrating local identity.

Preston Page - Country Manager of adidas Malaysia

First opened in 2019, the adidas Brand Center at Sunway Pyramid has been a key part of adidas’ retail presence in Malaysia. Now reimagined through its most ambitious transformation yet, the space features modular metallic systems and a minimalist, industrial aesthetic; embodying both the precision of sport and the fluidity of street culture. More than a retail destination, it is a living canvas that invites communities and culture enthusiasts to engage with adidas and shape an experience that is uniquely their own.

A Creative Playground for Malaysians

At the heart of the Brand Center lies its role as a creative playground. A dedicated space that fuels imagination, champions individuality, and empowers self-expression. To bring this vision to life, adidas partnered with two Malaysian artists whose creations now anchor the space:

Kaiyi Wong from Unreality Studio

Known as Unrealitykai, Kaiyi Wong is a Malaysian designer and digital artist who explores the boundaries between the real and the virtual. Founder of Unreality Studio, he blurs the line between art and architecture, space and imagination. Kaiyi’s artwork, located behind the cashier counter on the Lower Ground floor (LG), unites sport, culture, inclusivity, and sustainability in one bold statement by reinterpreting the adidas Badge of Sport through Malaysian cultural lenses as a contemporary icon of identity, progress, and the future.

AsmoeRoc

As consumers head up the escalator from the Lower Ground floor (LG) to the Ground floor (GF), they are greeted by the bold, street-driven language of AsmoeRoc. A graffiti writer and practicing architect, AsmoeRoc blends hip-hop subculture with architectural elements to create his distinct style, globally recognized for intricate lines, strong characters, and fearless detail. Positioned beside the escalator, his work channels the raw energy of Kuala Lumpur into a sculptural form. Inspired by the city’s rhythm, the installation builds a surreal city block where adidas beats in sync with the street’s heartbeat.

Together, these collaborations transform the adidas Brand Center into more than just a store. From Kaiyi’s future-forward reinterpretation of sport to AsmoeRoc’s fearless urban codes, the Brand Center becomes a cultural destination where art inspires communities to reimagine creativity.

Immersive Experiences and Exclusive Offerings

On top of being a space that inspires consumers, the re-opened Brand Center at Sunway Pyramid also encourages shoppers to explore their own creativity through a series of immersive zones. Each designed to spark imagination and self-expression.

The Footwear Wall stands as a dynamic centerpiece, showcasing adidas’ latest performance innovations. It’s more than a display, it’s a celebration of design and technology, inspiring visitors to push the limits of possibility with every step.

Next, the Key City Tee area reflects adidas’ commitment to celebrating local culture. Capturing the spirit of Malaysia, it anchors adidas’ global identity in a distinctly local expression. A wearable symbol of pride and creativity, the Key City Tee connects global heritage with homegrown storytelling.

At the Motorsport Simulator, imagination takes the wheel. Here, consumers can feel the adrenaline of the racetrack through cutting-edge technology. More than just a game, it’s an experience that fuses speed, design, and performance.

Finally, creativity reaches its peak at the Made For You counter. A dedicated area that invites consumers to design and customise their adidas products. From colours to finishes, every detail becomes a personal statement, turning each creation into something uniquely personal.

Beyond these highlights, the adidas Originals area serves as the Brand Center’s cultural hub — iconic, curated, and progressive. With its industrial aesthetic, bold Trefoil branding, and metallic finishes, it embodies the creative heartbeat of adidas.

Meanwhile, the Training Section is built to inspire discipline, performance, and new definitions of strength. Together, these spaces transform the adidas Brand Center into a true creative playground, blending sport, streetwear, and culture into one bold destination where imagination comes to life.

To celebrate the opening of the adidas Brand Center at Sunway Pyramid, consumers can unlock an exclusive Dip Dye experience with every purchase of the adizero EVO SL, available from 10 October - 12 October 2025, available while stocks last, terms and conditions apply.

adidas Brand Center is located at Level LG, 1.18 - 1.20A, Level G, 1.17 - 1.19, Sunway Pyramid, operating hours 10:00am - 10:00pm. For more information of the store and latest adidas products, visit the official website: www.adidas.com.my and www.facebook.com/adidasMY, or follow the conversation on social media @adidasMY.