Acclaimed high-end professional sports brand, Descente, has launched its first Southeast Asian store in Malaysia, located at the iconic The Exchange TRX here. Dedicated to quality and innovation, the premium sportswear brand offers collections for skiing and snowboarding, golf, training, running, and cycling. Avid Sports Malaysia's general manager Pang Sook Fong said bringing Descente to Malaysia was a strategic move to meet the evolving needs of active and professional athletic communities. 'The opening of our store here in Kuala Lumpur is a milestone for the brand and marks the beginning of our deeper commitment to expanding across this dynamic region. 'It reaffirms our long-term vision of becoming a leading player in the sportswear industry and reflects our broader strategy to establish a significant footprint in this new market,' she said during the store's grand opening yesterday. Pang emphasised that the collections offered by Descente are strengthened by over 89 years of expert craftsmanship and f orward-thinking innovation. 'Whether you're skiing down winding mountains, swinging a golf club, or running and cycling, Descente provides versatile options that enable athletes and sports enthusiasts to achieve peak performance,' she added. Founded in 1935, Descente - meaning 'downhill skiing' in French - has a rich heritage in skiing and is known for its advanced materials and expert craftsmanship. The brand features cutting-edge technology, including Motion 4D, movement mapping, and a thermal circulation system, ensuring optimal performance and comfort for athletes. Descente has established strategic partnerships with top national sports teams and individual athletes, including Marco Odermatt, Taylor Spivey, Xander Schauffele, the Chinese alpine ski team, the Swiss alpine ski team, the Canadian ski cross team, the Spanish alpine ski team, and the German national bobsleigh and skeleton team. To celebrate the opening, sports enthusiasts are invited to visit an exhibition at the Centre Court of The Exchan ge TRX to explore and engage with the brand and its offerings till Sunday (Sept 29). The store, located at G.35.A, Ground Floor, is open daily from 10 am to 10 pm. Source: BERNAMA News Agency