UK-based retail giant Frasers Group has unveiled plans to expand the global footprint of its Sports Direct brand with 350 stores across India and Southeast Asia.
The retailer is expanding its partnership with sports and fashion distributor MAP Active to facilitate this growth.
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The ambitious rollout will mark Sports Direct’s entry into five new territories: India, the Philippines, Thailand, Vietnam and Cambodia.
Frasers also aims to strengthen Sports Direct’s presence in Indonesia.
The collaboration is set to leverage MAP Active’s established infrastructure and in-depth knowledge of local markets.
MAP Active, a subsidiary of PT Mitra Adiperkasa Tbk, manages more than 40 exclusive brands through 1,871 stores and 30 online platforms.
PT Mitra Adiperkasa Tbk CEO VP Sharma stated: “We are proud to deepen our partnership with Frasers Group, leveraging our extensive retail network and outstanding service to bring Sports Direct’s world-class offerings to customers across southern Asia. Our shared vision for excellence in sports retail will enable us to create immersive brand experiences, drive engagement and set new standards for the industry in this vibrant region.”
Sports Direct offers sports and fitness footwear, apparel and equipment.
The latest initiative is part of Frasers’ aggressive international growth strategy.
The announcement follows Frasers’ recent entry into the Middle East and North Africa region through a decade-long strategic retail partnership with GMG.
Frasers Group CEO Michael Murray stated: “We’re excited to announce further expansion of our successful partnership with MAP Active to five dynamic new markets where we see potential for long-term growth. Building on Sports Direct’s proven sports retail proposition and MAP Active’s market expertise, we look forward to growing our footprint and offering best-in-class brands to consumers in the region.”
In mid-March 2025, Frasers became the second-largest stakeholder in UK online fashion retailer Asos and revealed intentions to make a mandatory offer for the shares of Norwegian sports retailer XXL.
