Xtep ramps up Malaysia expansion with six new stores as the country’s running boom drives demand for performance gear.
KUALA LUMPUR, 24 April — Xtep is positioning Malaysia as a key growth engine for its Southeast Asia ambitions, rolling out six new stores to capture rising demand for performance running gear.
The China-based sportswear group has opened outlets across Kuala Lumpur, Penang, Johor Bahru, Kuantan and Shah Alam, marking an early phase of its regional expansion strategy.
The move comes as Malaysia’s running scene gathers pace, supported by government initiatives such as Malaysia Aktif and increased public spending on sports development. The Kuala Lumpur Standard Chartered Marathon alone drew about 42,000 participants in its latest edition, underscoring the scale of growing interest in endurance sports.
Xtep is positioning its outlets as hybrid retail and community spaces, with plans to host group training sessions and running events to deepen engagement with local runners.
The company is also introducing a performance running range designed for Malaysia’s climate and terrain, in line with a broader industry shift towards localised product development.
A 10km run planned in Kuala Lumpur has drawn strong early interest, highlighting growing appetite for structured amateur competition.
Strategic push by Xtep beyond China
Founded in 2001 and listed in Hong Kong, Xtep has evolved from a domestic sportswear player into a performance-focused running brand, sharpening its positioning in recent years.
The group has accelerated its international expansion strategy, with Southeast Asia identified as a key growth region. Malaysia stands out due to its established running community, supportive policy environment and rising consumer interest in fitness and active lifestyles.
Competition heats up
Xtep’s expansion comes amid intensifying competition in Malaysia’s sportswear segment, where global names such as Nike and Adidas, alongside regional players, continue to invest in both retail presence and community-building.
Industry observers say differentiation is increasingly driven by product innovation, localisation and sustained engagement with running communities.
For Xtep, scaling its footprint while embedding itself within Malaysia’s running ecosystem will be critical to building long-term traction in the region.
The six-store rollout signals the start of a broader expansion pipeline as the group deepens its push into Southeast Asia’s growing sports retail market. – NMH
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