Xtep International Holdings has formed a joint venture with Malaysian distributor Bonia Group to accelerate its expansion in Southeast Asia. The partnership plans to open 50 new stores in Malaysia over the next five years, launching with a 300-sqm professional running flagship in Kuala Lumpur’s Mid Valley Megamall. This move shifts Xtep’s local strategy from exclusive distribution to a diversified multi-channel model. Bonia brings extensive retail networks and deep consumer insights across the region. Xtep will leverage this partnership to position Malaysia — Southeast Asia's largest sportswear market — as a showcase hub for its running products. Since entering Malaysia in 2024, Xtep has built local visibility through running events.