From start to finish: All your athletic needs fulfilled at this unexpected destination in the East

Skechers, for example, welcomes fans with its largest experience store in Singapore as well as its first brand experience store in Southeast Asia. Fila also has its biggest deluxe concept store at Jewel.

The only question is: Are you on your mark yet?

CROWN JEWELS

Start with a bang. Large brands have been upping their physical retail game for customers, and flagship boutiques have become the quintessential showcase. So when it comes to product range, exclusives, and even the in-store experience, visiting a flagship is always rewarding.

Drawn to the airport mall’s distinctive retail environment, brands such as Converse, Durasport, Kappa, Nike and Puma have chosen to put their best foot forward there, making Jewel the one mall in Singapore with the greatest number of sports brand flagship stores.

Converse's flagship at Jewel is its first sustainable one in Singapore, with an eco-conscious design holding its widest selection of All-Star sneakers, apparel and accessories. Displaying the brand’s core commitment to positive social change, the store also displays striking murals.

Let Equality Bloom is an augmented reality (AR) experience that highlights local milestones in gender equality, while One Step is All it Takes showcases Converse’s green commitment to sustainability by using Graphenstone paint, which breaks down noxious substances in the air into harmless particles.

Kappa, a heritage sporting brand from Italy that's making a comeback thanks to its relevance in streetwear culture, has also set up its flagship store at Jewel.

Nike commands attention with its slatted front – the brand’s renowned motto, Just Do It, is weaved cleverly into the design across the duplex. The store is the largest in Southeast Asia, offering over 1,000 sq m of designer footwear, apparel, sporting goods and accessories.

Like other brands, Puma's flagship store in Jewel carries exclusive collections such as its golf range that has been worn by pros such as Rickie Fowler and Bryson DeChambeau.

The German brand has also pushed into lifestyle and other sports like Formula One.

GIANTS IN THEIR OWN RIGHT

While not a flagship store, New Balance's store at Jewel is one of its largest in the country. The American brand takes up over 232 sq m of impressive retail space.

Runners who want the best for their feet can visit the store and try the machine-intelligent Stride ID corner that helps shoppers determine their feet type with a high-technology 3D foot scanner. The system works by scanning a customer’s foot before recommending the best shoe model and fit. It also records the customer’s data, which can be retrieved online or through the brand’s Stride ID app for future purchases.

Skechers is another brand with a large presence at Jewel. It is Southeast Asia’s first Skechers brand experience store, and also Singapore’s biggest experience store. Here, fans of the brand can find the D’Lites Skechers collection but if you’re looking for a localised pair, consider the Jewel-exclusive Skechers from the Energy, Monster and Stamina series.

A HAT TRICK OF YOUR OWN

Past the shining examples, three of these retail giants are also offering the island’s only customisation service at their Jewel flagship outlets.

To give your Nike gear a signature spin, choose from shirt printing, vinyl decals, bright aglet and shoelace sets. Skechers also lets you add new threads by offering embroidery options as well as familiar Singapore slang patches to jazz up your footwear. For Converse, cloth patches let you express your winning personality on your kicks in a snap.

The personal touch need not be just for yourself. Make someone’s day with these one-of-a-kind designs. It may be the thought that counts, but even better if they could wear it, after all.

GEAR YOURSELF UP

Sheathed in metal and futuristic lighting, you would think of Durasport as a galactic research lab rather than a specialty sporting gear store, but that is exactly what Ministry of Design – interior designer and co-curators of the shop – was going for.

To highlight the extensive innovation behind its products, Durasport is built to welcome sports enthusiasts looking to explore this niche category with try-ons and simulations to fully realise their use. One moment, you could be going down ice slopes on the ski simulator and virtually trying on ski clothing and the next, you’re paddling on a swim bench to feel the flexibility of the wetsuits.

With four experiential zones divided into Arctic, Climb, Cycle and Trizone, the athlete looking to push his or her boundaries can find assistance from dedicated gear such as graphene bicycles from Dassi or modified snorkels and power breathers by Ameo.

If you’re someone who prefers to transition from your athletic activities to urban routines effortlessly, there’s something for you over at Spanish brand Oysho with its range of active wear, beach wear, lounge wear and even lingerie. The sleek lines and clean silhouettes flatter the ladies, and items like the compressive dress blend function and fashion. The store, managed by the Al-Futtaim Group, is the first and only outlet in Singapore.

CROSS THE FINISH LINE

With fresh designs, customisation services and pieces to show off your forte, Jewel caters to the enthusiastic sporting fan with plenty of options.

Whether it’s hunting down a rare pair of sneakers at FootLocker or Vans, decking out your child in Fila Kids, or finding new pairs at Kappa or Adidas, the shoe fiend can satisfy their spree in one giddy visit.

For the gentlemen seeking discreet designs, Mark Nason Los Angeles X Skechers is your go-to. The edited collection displays a sophisticated vibe with the use of classic colours, made interesting through textures and cuts that complement contemporary situations.

Timberland, on the other hand, roughs it out with you on those trails and makes every exploration a win. Its store is also a visual novelty, being the only store in Jewel with a standalone window for its iconic Yellow Boot. This window, surrounded by plants on the featured wall, links back to the sustainability goals of the brand.

There’s something for everyone at Jewel Changi Airport. Flag off at 78 Airport Blvd for your sporting needs and claim your coveted prize.