Royal Sporting House Helps Everyday People Find Their Rhythm Through Sport

Nelson Mandela once said, “Sport has the power to change the world. It has the power to inspire. The power to unite people in a way that little else does. It speaks to youth in a language they understand. Sport can create hope where there was only despair.”

Since 1977, Royal Sporting House (RSH), now part of GMG, has served as a focal point for all to pursue their passion for sport. Home to big-name brands such as Nike, adidas, PUMA, Under Armour, ASICS, New Balance and more, the brand has helped individuals and families across Southeast Asia stay active and healthy for decades.

Today, RSH seeks to fan the flames with a reinvigorated focus: to help everyone from all walks of life “find their rhythm” through sport. This motto is reflected in the brand’s revitalised identity, which was carefully designed to impact its community.

“With time, we continue to evolve in order to reach the hearts of people, to connect with them humanly on an emotional level, to be inclusive, honest, and most importantly, fun! Rather than talk at people, we want to connect with them. This is why our new brand identity is centred on four pillars:

1. Building our house to be a home for all
2. Making sport straightforward and carefree
3. Being on the same page as our customers
4. Placing our community at our core

We want to empower communities to rediscover the carefree days of our youth, when sport was positive, fun and inclusive,” shared Carl Masterman, President of Sports at GMG.

Based upon these four pillars, and the core values of accessibility, practicality, compassion, integrity, reliability and empowerment – which have been ingrained into its DNA – RSH’s new brand identity is aptly summed up through its manifesto. In fact, the brand’s four pillars are also wrapped around the four pillars right outside the recently unveiled RSH store in Tropicana Gardens Mall.

RSH’s new manifesto redefines sport as something that should be fun for all while making them feel good about themselves. It’s as simple as that. They want their customers to know that they’re with them, no matter which phase of their sporting journey they’re in. This, in essence, is what RSH means by helping people find their rhythm through sport.

But more than talking the talk, RSH seeks to embody and exemplify this new brand identity in every aspect of its business. Testament to this is the recent opening of the RSH flagship store in Tropicana Gardens Mall, where the brand’s new identity and core pillars are brought to life and embellished in full array, from the store’s façade to the way visitors are welcomed. It’s a truly refreshing vibe that certainly has to be experienced.

The launch of the new store, aptly dubbed “the Royal Sporting House-warming”, saw the attendance of guests and media personnel who were treated to activities galore! From a gashapon machine with an iPhone 14 Pro and Apple Watch as the main prizes to “Sprint n Win” challenges featuring daily top prizes. It’s safe to say that the house was certainly warmed up.

One of the lucky winners that won an Apple Watch Series 8 from the Gashapon Machine

Sprint N Win Challenge – guests can stand a chance to win a Royal Sporting House voucher worth RM1,000

As if that wasn’t enough, there was also an energising drumline performance to kick off the launch, as well as an invigorating rebrand video that culminated in an impressive display of the all-new RSH.

It goes without saying that sport has a tendency to transcend barriers. It acts as the social and cultural glue that brings even the unlikeliest people together. RSH and its new direction have tapped into that and are on course to redefine what it means to be “sporty”.

“We’re all about having fun and just being real, true and relevant with everyone, regardless of what pursuit they choose to indulge in, be it training, running, badminton, tennis, football, swim or anything else. And we understand this fully,“ shares Masterman.

So, if you have not already, head on over to the newly launched and revamped RSH in Tropicana Gardens Mall and rediscover the joy of carefree fun through the tremendous power of sport.

Masterman further shares: ”We have carefully curated this RSH store for Malaysians to reconnect with the carefree days of their youth. And with the Malaysian sport and outdoor segment estimated to reach 2.3 million consumers over the next three years, this presents an exciting opportunity for GMG to match the local flavour of our customers. We don’t only want to expand; we want to get to know our customers inside and out. At GMG, there’s a saying – we’re obsessed with our customers.”

This rebranding comes after GMG acquires RSH, extending its reach into key Asian markets with a potential customer base of up to 700 million people.

Mr Mohammad A. Baker, Deputy Chairman and Chief Executive Officer of GMG giving an opening speech

In January 2023, GMG set up its Asian headquarters in Malaysia. Mohammad A. Baker, Deputy Chairman and CEO of GMG, commented: “Now that we are in a post-pandemic economy, GMG is able to mark the entry of its sports vertical into key Asian markets by upcoming store openings and expansion plans. Malaysia is our first entry point, as its resilient economy and diversified economic structure are apt to take on the rapidly changing sports retail scene.

“With the set up of our brand new headquarters in Malaysia, we are confident that we will be able to feel the pulse of our customers even stronger, demonstrating our commitment to this region and customers. This move will also allow us to serve the customers better, closer to home.”

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