Xtep International has opened six Malaysian stores under a community-retail model and launched localized running shoes — a first step in what the brand describes as a full Southeast Asia ecosystem.
Xtep International, the Hong Kong Stock Exchange-listed performance running brand, has opened six retail locations across Malaysia as an initial milestone in a broader push to build a leading presence across Southeast Asia. The stores are located in Kuala Lumpur, Penang, Johor Bahru, Kuantan and Shah Alam. The brand said the six-store network is a starting point, with further Malaysian expansion already planned.
Why Malaysia: a running market with institutional backing
Malaysia has become a priority market for performance running brands, driven by rising participation and direct government support. The 2025 Kuala Lumpur Standard Chartered Marathon drew 42,000 runners – a record for the event – while the local HSNKL race series has nearly doubled its field since launch, reaching 15,000 participants from an initial 9,000. The government has backed the trend with MYR580 million (approximately €119 million) allocated to sports development in the 2026 national budget, alongside the Malaysia Aktif national fitness initiative.
Community retail, not just physical doors
The six stores operate under Xtep’s Retail + Community model, which combines product sales with running club access, group training, and on-site product testing. The approach reflects a broader shift among performance running brands toward stores that serve as community anchors rather than purely transactional endpoints – a model that has gained traction in markets where running culture is built around clubs and participation events rather than elite athletes alone.
To mark the openings, Xtep introduced its 360X 3.0 running shoe series, developed specifically for the climate and terrain conditions in Malaysia. The collection targets both daily training and competitive use, with the brand emphasizing cushioning, stability and durability.
Xtep will also host the Xtep 10KM Time Trial in Kuala Lumpur, an event that generated nearly 10,000 registrations for 1,500 slots – a demand ratio that points to the depth of competitive running culture in the market.
“Malaysia is a cornerstone”
In a statement, a spokesperson for Xtep International said: “Malaysia is a cornerstone of Xtep’s global strategy and our gateway to Southeast Asia. These six new stores are just the start. We are committed to scaling our retail footprint, building a comprehensive running ecosystem, and becoming the leading performance running brand in the region.”
The Southeast Asia move comes as a number of Chinese sportswear labels expand beyond their domestic base. Xtep has spent several years repositioning around performance running globally, investing in international marathon circuit sponsorships and expanding its technical footwear range to compete more directly with established Western brands in the segment.
