Opening of Flagship Store
XTEP International officially unveiled its new premium running flagship store at Mid Valley Southkey in Johor Bahru on 3 November 2026. The 600 m² outlet houses the complete XTEP premium running product lineup, including the newly launched 160X 8.0 carbon‑plate racing series that was validated at the World Marathon Majors in 2026.
Strategic Significance
The store is positioned at the cross‑border gateway linking Malaysia and Singapore and is intended to serve more than 100,000 local runners in southern Malaysia. It adopts XTEP’s “retail + community experience” model, turning the space into a hub for equipment selection, technique exchange and community interaction.
Government and Athlete Participation
The grand opening ceremony was attended by YB Teo Nie Ching, Deputy Minister of Communications; YB Puan Nadhirah Afiqah binti Datuk Abdull Rahim, Deputy Chairperson of the Johor State Executive Committee for Youth and Sports; senior XTEP leadership; and brand ambassador Feng Peiyou, who presented a commemorative hand‑print keepsake and signed championship shoes.
Community Donation
XTEP donated sports gear valued at RM20,000 to Majlis Sukan Negeri Johor to support local athlete development and race preparation.
Athlete Performance Highlights
Feng Peiyou set a new Chinese men’s marathon national record of 2:05:58 at the Tokyo Marathon wearing XTEP 160X gear. XTEP‑sponsored athlete Tebello Ramakongona finished third and broke the track record at the Sydney Marathon in the 160X 8.0 Pro, while fellow sponsor Kamohelo Mofolo also placed third at the 2026 New York City Marathon in the same model.
Community Partnerships
In May 2026 XTEP Malaysia formalised partnerships with two leading local running communities, WIND RUNNER and PACEMAKER MALAYSIA, leveraging the full product matrix (including 260X and 360X series) to support regular community training and offline gatherings.
Expansion Plans
Following the Johor Bahru flagship, XTEP plans to open two additional retail stores at Kuala Lumpur Pavilion and IOI City Mall, which will raise its total Malaysian outlet count to 13.
Executive Quote
Mao Yukang, General Manager of XTEP Malaysia, stated that Malaysia remains a key strategic market in Southeast Asia and that the flagship opening and youth sports donation demonstrate the brand’s long‑term commitment to integrating into local culture and activating regional running vitality.