Brooks Expands Into Multi-Sport Talent Search, Shortlists Malaysian Athletes for Ambassador Programme
PETALING JAYA: Global sportswear label Brooks Running is stepping up efforts to strengthen its presence in Malaysia by identifying local athletes for potential ambassador partnerships, opening up fresh opportunities for sponsorship and career support.
In an early selection phase, 11 Malaysian athletes have been shortlisted for further evaluation, offering them a potential pathway to secure backing that could help sustain and elevate their sporting journeys. The move reflects a growing trend of international brands investing in local talent as part of market expansion strategies.
Paragon Vest director Victor Tiew said discussions are ongoing to determine the most effective collaboration model. He explained that each partnership must be carefully structured to ensure meaningful benefits, including financial support, equipment provision and long-term brand alignment.
He noted that the company is taking a measured approach, focusing on factors such as athlete compatibility, performance needs and the overall value that each collaboration can generate for both sides.
The initiative also signals a notable shift in the brand’s local positioning. While Brooks Running is traditionally associated with running, it is now embracing a broader sporting landscape by engaging athletes from multiple disciplines.
Victor highlighted that running remains a fundamental element across many sports, making it a natural entry point for the brand. However, he acknowledged that improper training or unsuitable gear can increase injury risks, reinforcing the need for specialised support tailored to each athlete’s discipline.
By expanding beyond its core identity, Brooks aims to connect with a wider athletic community while reinforcing its relevance in high-performance training environments.
The programme was introduced during the opening of a new outlet, which doubled as a platform to engage with Malaysia’s sporting ecosystem. The event attracted a diverse group of athletes, underlining the inclusive direction of the initiative.
Among those present were national weightlifting standouts Mohamad Aniq Kasdan and Muhamad Aznil Bidin, signalling interest in strength-based sports.
Track cycling athletes Muhammad Fadhil Mohd Zonis, Nur Aisyah Mohamad Zubir and Anis Amira Rosidi also attended, along with Muay Thai representative Amisha Azril.
The event further featured young motorsports talent Qabil Irfan Azlan and team manager Zulfahmi Khairuddin, highlighting the diversity of sports being considered under the ambassador programme.
Industry observers believe such initiatives are crucial in bridging the gap between talent and funding. With the rising costs of training and international competition, structured partnerships can provide athletes with the stability needed to focus on performance and long-term development.
-wilayah.com.my
