XTEP International has officially opened its new premium running flagship store at Mid Valley Southkey, Johor Bahru, marking another milestone in the brand’s expansion across Southeast Asia.
Strategically located at the cross-border gateway between Malaysia and Singapore, the new flagship aims to serve southern Malaysia’s growing running community of more than 100,000 runners, offering a comprehensive range of race-grade running equipment and professional sports support.
As part of the celebration, Feng Peiyou presented a commemorative handprint keepsake and his signed championship racing shoes, highlighting the brand’s connection with elite athletes and its commitment to growing Malaysia’s running culture.
The 600m² flagship store features XTEP’s complete premium running range, including its newly launched 160X 8.0 carbon-plated racing series.
The brand’s elite racing footwear has also made its mark on the international stage in 2026. XTEP brand ambassador Feng Peiyou set a new Chinese men’s marathon national record of 2:05:58 at the Tokyo Marathon wearing XTEP’s 160X racing shoes.
Meanwhile, sponsored athlete Tebello Ramakongona finished third at the Sydney Marathon, breaking the course record in the 160X 8.0 Pro. Fellow athlete Kamohelo Mofolo also secured third place at the 2026 New York City Marathon in the same model.
Beyond supporting elite athletes, XTEP is also extending its running technology and community initiatives to grassroots runners. As running continues to grow as a lifestyle in Malaysia, the brand aims to bridge professional racing innovation with the everyday needs of runners.
In May 2026, XTEP Malaysia established official partnerships with two leading local running communities, WIND RUNNER and PACEMAKER MALAYSIA. Through its wider product range, including the 260X and 360X series, XTEP supports regular community training sessions and offline gatherings, catering to runners across different levels and running needs.
“Malaysia remains one of XTEP’s most important strategic markets in Southeast Asia. Our continuous investment focuses not only on spatial expansion, but more on long-term localized sports empowerment,” said Mao Yukang, General Manager of XTEP Malaysia.
“The official opening of the 600m² Johor Bahru flagship and the youth sports donation initiative represent our persistent determination to integrate into local culture, activate regional running vitality, and deliver lasting value for Southeast Asia’s sports development.”
XTEP’s expansion in Malaysia is set to continue, with two additional retail stores planned at Kuala Lumpur Pavilion and IOI City Mall. These openings will bring the brand’s total number of operational outlets in Malaysia to 13.
Through its “retail + community experience” model, XTEP aims to transform its stores into more than just retail spaces, creating gathering points where runners can explore equipment, exchange training insights and connect with the wider running community.
Guided by its global vision of “LET THE RUN BEGIN”, XTEP will continue investing in professional running technology, local community engagement and athlete development as it strengthens its presence across Malaysia and the wider Southeast Asian running landscape.
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