Sports Direct opens USC at Sunway Big Box

 

In September 2020, at the opening of the Sports Direct superstore at Sunway Big Box retail park in Iskandar Puteri, the 31^st Sports Direct retail store in Malaysia, I was delighted to discover more than 70 international brands of the best in variety and value displayed over 18,000sf of shopfloor.

 

Facade of Sports Direct USC at Sunway
Big Box retail park, Iskandar Puteri, Johor

In the store, I saw a wide range of merchandise for men, women and children by familiar brands like Nike, Adidas, Puma, Under Armour, Asics and New Balance.

 

The store offers a range of brands in an easy, competitively priced, shop-by-sports-zone environment where shoppers can find everything they need for a particular sport in each zone.

 

It was easy to navigate the store because it was designed with zones for key sports categories like Football, Running, Training – fitness, cross-training, gym equipment, weights, boxing and yoga – Rackets for badminton, tennis and squash, and Swimming either in the pool, beach or water sports.

 

USC by Sports Direct at Sunway Big Box
 

There were also zones for SD Sports like basketball, rugby, extreme games, cycling, skates and indoor games as well as SD Lifestyle with a wide range of sports fashion, footwear and accessories for men, women and kids, plus Outdoor, a zone stocked with equipment for hiking, trekking, fishing and camping.

 

While exploring the superstore, I also saw a walled-up section with a notice that it was slated for the USC section of the store.

 

USC by Sports Direct is the sports-fashion section of Sports Direct that offers a mix of premium branded apparel, urban fashion, accessories and footwear.

 

A pair of shoes at USC - Better with Coke

After two years of uncertainties due to the global pandemic, life was returning to Sunway Big Box in Iskandar Puteri and the time was ripe for Sports Direct to welcome shoppers in again.

 

Recently, when I received the invitation to the opening of USC by Sports Direct in the Sunway Big Box retail park as the first USC Store in the Southern Region, I did not hesitate to accept.

 

On 2 September 2022, I was thrilled to be among shoppers who explored the all-new USC section in an additional 4,000sf of sports lifestyle brands to the Sports Direct store at Sunway Big Box and discovered apparel and accessories by popular brands like Champion, Fila, Levi’s, SilverTab, Puma, Asics and New Balance.

 

A range of sports lifestyle brands
in USC by Sports Direct

The arrival of USC by Sports Direct here, although delayed due to the global pandemic, was very welcome to Sports Direct regulars.

 

I remembered that Sports Direct uses labels in Black colour for Men and in White colour for Ladies to help shoppers identify which merchandise was for Men or Ladies, a brilliant idea which conveniently helps shoppers to browse around and select their own choices before seeking help from the Sales Assistants to get their right sizes.

 

I also remembered that there was an entire section dedicated to shoes for Kids in the Lifestyle section, with choices that range from sports shoes to smart shoes and even cute pairs of Mary Janes.

 

The pay-point at Sports Direct

On this visit, I could not resist having another look at the Kids shoes again and was amused to spot a charming selection designed with popular characters like Spiderman, Little Mermaid, The Cars and even Batman.

 

In the Training zone, I was not surprised to see the images of two badminton stars, P V Sindhu and Srikanth Kidami, as brand ambassadors on badminton rackets because live telecasts of the recent Commonwealth Games and BWF World Championships brought international competitions into our homes and made them household names.

 

Seen on a badminton racket

Needless to say, it was exciting to explore the various zones to rediscover the range of merchandise, browse around and made my pick for the best-buys.

 

Sports Direct, the UK’s largest sporting goods retailer by revenue in a diversified portfolio of sports, fitness, fashion and lifestyle brands, through a joint venture partnership with Malaysian owned MST Golf Group of companies, established Sports Direct Malaysia as the first direct retail investment in Asia.

 

Currently Sports Direct Malaysia operates 31 retail stores and manages a proprietary SPORTSDIRECT.COM e-commerce site.

 

Sports Direct USC is at Unit G-24 & G-25 Ground Floor of Sunway Big Box Retail Park, Persiaran Medini 5, 79250 Iskandar Puteri, Johor. Open daily from 10am to 10pm.