Why Sports Direct is betting on sweat, not screens, to win over fitness fans

Sports Direct Malaysia is taking its brand strategy off the screen and into the real world, as it ramps up on ground, movement-led experiences to connect with fitness enthusiasts where they already are.

The retailer recently unveiled "Sport starts with you", a new community workout initiative designed to make movement more accessible, inclusive, and part of everyday life. The series kicked off with an energising HIIT session titled "HIIT the limit" at Sports Direct Bangsar Village 3, bringing together media, creators, and members of the local fitness community for a high intensity workout.

Rather than positioning fitness as something that starts at a certain level or milestone, the initiative is built around a simpler idea, that sport begins the moment someone shows up.

According to Kelly Lim, head of marketing at Sports Direct Malaysia, the programme reflects the brand’s longer-term shift towards creating meaningful experiences beyond retail. "While digital and social platforms remain important, we see strong value in bringing communities together through sport. These initiatives allow us to encourage active lifestyles, engage directly with consumers, and support them with the right sports gear for their everyday activities," she told A+M. 

“Through initiatives like this, we’re creating more opportunities for people to connect through movement; whether they’re just starting out or staying active. It’s about building stronger communities and giving our members meaningful experiences that extend beyond the store," she added.

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The "Sport starts with you" initiative is set to run throughout 2026, with the number and frequency of sessions guided by participating brand campaigns and planned activations across the year. Updates and participation details will be shared through Sports Direct Malaysia’s social media platforms, alongside electronic direct mails (EDMs) to members.

The opening session was powered by Under Armour, with more than 40 participants training in the brand’s Charged Commit TR 5 for men and Charged Aurora for women footwear. Both models are designed for gym based and high intensity workouts involving dynamic movement, allowing participants to focus on the workout experience with confidence.

Samantha Lim, commercial director at Under Armour Malaysia, said: "We’re proud to kick off this first session with Sports Direct. The Charged Commit TR 5 and Charged Aurora are designed to support how people actually move during high-intensity training, helping them stay comfortable and confident throughout the workout.”

Beyond a single activation, "Sport starts with you" signals a broader direction for Sports Direct Malaysia as it leans further into physical, interactive, and movement-led marketing in 2026. Kelly Lim noted that physical and movement-led activations play an important role in how the brand connects with consumers. "They create meaningful, on-ground engagement and allow us to build stronger relationships while delivering real value beyond the store," she explained. 

The retailer is also open to collaborating with more sports brands on future sessions, working closely with partners to co-create programmes that are relevant to local consumers. By combining brand expertise with the right products and on ground experiences, Sports Direct aims to turn workouts into moments of connection rather than just transactions.

Wellness in Malaysia is undergoing a profound shift, moving beyond rigid routines and solo workouts toward a more social, communal and culturally grounded approach. Ogilvy Malaysia’s new Future of Health & Wellness report finds that millennials and Gen Z are redefining fitness, health and wellbeing as a lifestyle intertwined with community, culture and self-expression - opening up new opportunities for brands to connect in more meaningful ways. For brands, the shift signals an opportunity to embed themselves within communities rather than simply selling products. 

Daytime socialising is also on the rise, replacing traditional late-night culture. The “12PM is the new 12AM” trend sees young Malaysians participating in coffee raves, sauna parties, and wellness-focused brunches, favouring energising and restorative experiences over hangovers and blackout nights.

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