UK company JD Sports Fashion has engaged influencer marketing firm Rocketfuel Entertainment to help develop digital content for its brand in Malaysia.

JD carries brands such as Adidas, New Balance and Nike as well as in-house labels Brookhaven, Pink Soda, Sonneti, and Supply and Demand.

A JD spokesperson says it is eyeing growth in markets such as Singapore and Thailand, and aims to open 25 outlets by end of next year.

Its senior brand marketing manager Jaclyn Tan says the biggest draw for its customers is the “extensive range of sneakers from multiple brands, including Western Europe exclusives available only in our stores”.

CEO Justin Lim says the content will enable JD Sports Fashion to engage with its audience on its social platforms.

Rocketfuel claims to have a social-media reach of more than 36 million in the region with influential personalities in beauty, fashion, lifestyle, automotive and parenting.

The sports lifestyle retailer launched a flagship store for Asia last year at Pavilion Elite Kuala Lumpur, and this week opened a store at Putrajaya’s IOI City Mall. It also has outlets at Aeon Mall Tebrau City (Johor Bahru), Mid Valley Megamall, Sunway Pyramid and Sunway Velocity Mall, with another five stores to follow “very soon”.