Xtep Charts a New Community Ecosystem in Southeast Asia

21 January 2026

KUALA LUMPUR: Global sportswear brand Xtep Group has launched its 2026 Southeast Asia expansion with new experience-driven hubs in Jakarta and Kuala Lumpur. These openings go beyond retail, serving as strategic activations of Xtep’s integrated running ecosystem in the region.

This ecosystem is designed as a self-reinforcing flywheel, leveraging digital platforms for inspiration and reach, transforming interest into community-focused retail experiences, and fostering a dedicated culture that sustains engagement across all channels. This seamless connection between online influence, offline immersion, and community belonging positions Xtep for sustainable growth as it aims to become the definitive running network in Southeast Asia.

Xtep Brand Experience Centers were officially inaugurated in Indonesia and Malaysia, marking a significant step in its regional expansion.

The brand’s growth strategy aligns with Southeast Asia’s booming interest in running, driven by increasing health consciousness. Running remains the most popular sport in Indonesia, with 60.6% of the population favouring it, according to a 2025 survey by Kedai Kopi. In Malaysia, the Kuala Lumpur Standard Chartered Marathon attracted a record 42,000 participants in 2025, highlighting the region’s strong engagement with the sport.

This vibrant trend presents a vital opportunity for Xtep to leverage its renowned racing pedigree and meet the growing demand for professional running gear. Positioned at the intersection of community passion and elite performance, Xtep’s new retail hubs aim to serve all runners with a diverse and comprehensive approach.

Xtep’s leadership in performance running was demonstrated at the 2026 Xiamen Marathon, a World Athletics Platinum Label race. The brand’s shoes were worn by 60.1% of elite finishers completing the race in under three hours, and by 45.1% of all participants, showcasing its equipment expertise. The stores are designed to translate this performance excellence into accessible expertise, offering a full range of professional gear for race day and beyond.

To complete this vision, Xtep is implementing its “Influencing the Masses through Professionalism” strategy through an integrated “Retail and Community” model. This approach combines elite credibility with accessible community experiences, positioning Xtep as a trusted partner throughout every runner’s journey.

Looking ahead to 2026, Xtep has planned key milestones, including the grand opening of its first Indonesian flagship in Jakarta on January 22, followed by the launch of the Kuala Lumpur brand center in April. These events will feature community runs and engagement activities, including a dedicated 10-kilometre time trial in Malaysia scheduled for April. As Xtep continues to deepen its connection with the running community, it is set to make a lasting impact across Southeast Asia.