Sun & Sand Sports opens first international store in Singapore

GMG, one of the Middle East’s leading family-owned conglomerates that entered the Southeast Asia market at the end of 2020,  launched its first Sun & Sand Sports (SSS) store in Singapore on May 19, 2023.

 As one of the Middle East’s largest sports retailers, SSS brings with it an immersive sporting concept that combines the latest in digital retail technology with a wide selection of fitness and lifestyle products, all of which carry the essential message that sports is about having fun – not just about winning.

Located at Raffles City and spanning 11,000 sq ft, the new store offers over 21 diverse brands across varying sports and intensity levels, encouraging fitness enthusiasts to redefine the conversation about performance and how sports can be used as a means to pursue one’s happiest self. Shoppers can also expect to find various experiential zones and educational spaces peppered throughout the store, creating a vibrant and exciting new shopping experience.

Mohammad A. Baker, Deputy Chairman and CEO of GMG, said: “We are incredibly excited to have Singapore be the launchpad for our first Sun & Sand Sports store in Asia. Since the founding of GMG in 1977, we have been innovating new ways to create superior experiences for both our customers and brand partners. The opening of our first Southeast Asian SSS store in Singapore is a testament to our belief in the region’s strong growth, and we believe this will open the pathway to many more opportunities in the future.”

Carl Masterman, President – Sports of GMG, said: At GMG, we are committed to enhancing people’s active lifestyles, and are proud to share our unique concept of a seamless shopping experience that combines both new technology and exciting in-person touchpoints. We are proud to further our commitment and mission of showing people that sports is more than just about winning, and that it is about having fun.”

Established in 1979 in Dubai, UAE, Sun & Sand Sports is known for championing a strong sporting and active lifestyle across the Middle East with its solid portfolio of the world’s most known and loved sports and lifestyle brands. Today, the brand represents a sports haven for Middle Eastern customers and offers seamless and superior shopping experiences for its customers both online and offline, all with the aim of showing how sports is the perfect conduit for happiness.

SSS will also be opening a second store at Bugis+ and Westgate later this year with more details to follow. The brand plans to open 11 stores across the Southeast Asian market, including Singapore and Malaysia, in the next 36 months. Sun & Sand Sports hope to ride on this sporting journey with the community for professional and rising athletes alike.

To celebrate SSS’ big launch in Singapore, they have planned a series of fun activations and promotions for the opening weekend! These include an augmented reality running game where shoppers can take their chosen shoes on a virtual test run, a series of grand launch weekend specials, as well as an arcade with various photo opportunities.

In-Store Opening Activations
To commemorate the opening of SSS’ new home in Singapore, the brand has planned an exciting list of activities for customers from 19 to 21 May

Grand Launch Weekend Special
Run, don’t walk to SSS! The first 50 customers who visit SSS on 20 May will receive a S$30 cash voucher — what’s more, on the opening weekend, shoppers can also look forward to an exciting claw machine game! Simply spend a minimum of S$60 to stand a chance to win exciting sporting products or vouchers worth up to S$6,700 are also up for grabs!

Hang Out with SSS!
A series of exciting games and visually captivating installations await you on Level 2 and Level 3 of Raffles City – perfect for an Instagram-worthy moment. Head down with your best pals to try out the games and compete to beat each other’s high score.

For those looking to take your new pair of kicks for a test run, try out the SSS City Run – a game-based activation that allows shoppers to try on their selected shoes and partake in a treadmill run in a simulated game world to beat the competitive time lap. This experience will be available for the public to try from now to 21 May at the SSS Lounge Area on Level 3 of Raffles City.

Adding to the vibrancy of the store will be SSS’ first-ever in-store mural. In collaboration with Lioncolony, the Instagrammable sporty-themed wall will be custom-illustrated for the SSS Raffles City store. 

Additionally, take part in the SSS Social Media Contest to stand a chance to be one of 10 lucky winners that will each win a S$100 cash voucher. Simply follow these three simple steps: 

  1. Follow @sssportssg on Instagram or TikTok
  2. Post your most creative pictures or video with any of our SSS installations or at our store in Raffles City 
  3. Tag us in your post with 2 of your sporty friends and hashtag #ShowThemYou and #SSSrafflescity in your caption

A One-Stop Destination for Singapore’s Growing Sporting Community

Conveniently located a stone’s throw away from City Hall MRT Station, the sporting playground within the SSS store offers an expansive range of high-performance sporting goods from some of the world’s foremost brands such as Nike, Adidas, New Balance, Puma and Under Armour. Beyond sporting wearables, SSS also offers a wide selection of athletic equipment for yoga, weight training, home gym, and many others. 

Fuelled by the brand’s commitment to creating a fun and engaging experience to challenge every sportsman to be the best version of themselves, SSS invites shoppers to put their products to the test in several exciting experiential zones spread throughout the store. 

Digital LED Plinths come equipped with levitating shoes and pickup sensors to give a modern and engaging consumer experience for customers to learn more about each product. A customisation zone also allows shoppers to truly make products their own, while an in-store digital foot scanner also makes shoe shopping a breeze. Looking for new style inspiration? The ever-changing Trend Edit Zone curates some of the store’s best and most stylish products of the moment.

The new Sun & Sand Sports store in Singapore is located at #02-03/04 of Raffles City, 252 North Bridge Road, Singapore 179103. It is open daily from 10am to 10pm

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