Kuala Lumpur, Malaysia – Global performance sportswear brand Xtep Group has launched its Southeast Asia expansion for 2026 with the opening of new experience-driven retail hubs in Jakarta, Indonesia, and Kuala Lumpur, Malaysia. The openings mark Xtep’s move to establish an integrated running ecosystem in the region, combining digital engagement, physical retail experiences, and community-based activities.
According to the company, the new hubs are designed to function beyond traditional retail formats, serving as touchpoints that connect online platforms with offline experiences and community participation. This approach is intended to support long-term engagement among runners across Southeast Asia.
Xtep’s regional expansion coincides with growing interest in running across Southeast Asia, driven by increased focus on health and fitness. In Indonesia, running has become the most popular sport, with 60.6% of respondents indicating participation, according to a 2025 survey by local research firm Kedai Kopi. In Malaysia, participation levels have also increased, with the Kuala Lumpur Standard Chartered Marathon recording a high of 42,000 runners in 2025.
The company is positioning its Southeast Asia retail locations as multi-purpose running hubs that cater to both recreational and competitive runners. Xtep has highlighted its performance credentials at international races, including the 2026 Xiamen Marathon, a World Athletics Platinum Label event. At the race, Xtep footwear was worn by 60.1% of elite runners finishing under three hours, as well as 45.1% of all participants.
Xtep said its stores are intended to translate professional-level racing performance into accessible products and guidance for everyday runners, offering a range of gear suited for training, competition, and recovery.
The expansion is part of Xtep’s broader “Influencing the Masses through Professionalism” strategy, which is implemented through its integrated “Retail + Community” model. This model combines retail operations with community engagement initiatives, including group runs and events, aimed at building stronger relationships with local running communities.
As part of its 2026 rollout, Xtep will open its first Indonesian flagship store in Jakarta on January 22, followed by the launch of its Kuala Lumpur brand center in April. The openings will be accompanied by community runs and engagement activities, including a dedicated “10KM TIME TRIAL” scheduled to take place in Malaysia in April.
