We are customer-focused, and community is at the heart of WAH-LAAH!
We strive to always deliver more than is expected.


Sure Step Asia was established in 2008, by Kirsty Hulme. We commenced operations distributing exclusively for 2XU, the high-performance triathlon and compression brand, in Hong Kong and Macau. For the past 12 years, we have led 2XU to achieve remarkable growth in Hong Kong, Mainland China and Macau and have established ourselves as a trusted partner in the retail environment and business community in Hong Kong.

During this time, we’ve been involved in advisory for international brands looking to understand and navigate the challenges of these markets. We have subsequently expanded our portfolio to include more brands looking for that trusted partnership to assist executing their brand, their way with true brand-focused representation.

Our objective is always to engage with and represent quality product, with a distinct form & function, that enhances the consumer experience, has a strong story-telling ability, a sustainability conscience, a drive to maintain integrity and who share our desire to build healthy long-term mutually beneficial partnerships.