ATF Sport Sdn Bhd

What ATF Sport Sdn Bhd does

ATF Sport Sdn Bhd is a privately-held Malaysian brand owner and retailer of sports taping products, founded in December 2015 by national athlete Azmir Zed and headquartered in Wangsa Maju, Kuala Lumpur. The company's core product line spans rigid sport tapes, kinesiology tapes (in standard, custom-design, and 35-meter bulk formats), elastic adhesive bandages (EAB), elastic cohesive bandages (ECB), and specialty rigid finger tape. Underlying product technology relies on conventional materials science — porous zinc oxide adhesives, breathable cotton/rayon and cotton/spandex blends — with feature differentiation centered on adhesion strength (custom kinesio tape up to 7-day wear), water resistance, and bulk/team packaging. Pricing is positioned in Malaysian Ringgit at RM13–RM55 per retail roll and RM275–RM450 for bulk SKUs.

ATF's business model is a single-country D2C-plus-marketplace e-commerce operation. Products are sold through the company's own atfsport.com storefront, Shopee and VV-Ehouse marketplace listings, regional stockists/agents covering Melaka, Seremban, and Port Dickson, and appointment-based viewing at headquarters. Marketing relies on educational content around sports taping techniques, broad social media presence (Facebook, Instagram, YouTube, Twitter, TikTok), email newsletters, an affiliate program, and the ATF Player Club loyalty scheme. The customer base spans Malaysian Olympians and national athletes (via the ISN affiliation), team-sport participants (football, rugby, netball, futsal), and recreational athletes (pickleball, running, weekend sports). ATF has been a subsidiary of ISN (Institut Sukan Negara), Malaysia's national high-performance sports agency, since 2021.

The operation is very small — disclosed headcount of 5 — and there is no public revenue, funding, or third-party sales data. The company self-describes as 'Malaysia's No. 1 Sport Tape Brand,' a positioning backed by Olympic and national-athlete usage claims but unsupported by independent certification in the source material.

Name

ATF Sport Sdn Bhd

Legal name

ATF Sport Sdn Bhd

Website

https://atfsport.com

Company type

Private

Founded year

2015

Operating status

Operating

Short description

ATF Sport Sdn Bhd is a Malaysian brand owner and retailer of athletic sports tapes, including rigid, kinesiology, and elastic adhesive bandages, sold through owned e-commerce, marketplaces, and regional stockists to athletes ranging from Olympians to recreational sports players.

Ownership category

akta.pro rank

Product category

Sports Medical Tapes / Athletic Taping Products

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

akta.pro secondary industry

Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Sports taping products
• Athletic injury prevention
• Kinesiology tape
• Rigid sports tape
• Elastic adhesive bandages

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Sport Tape Product Sales: Primary revenue from selling sports tapes including rigid tape, kinesiology tape, elastic adhesive bandages, and elastic cohesive bandages through direct e-commerce and marketplace channels. Products sold in individual rolls, bulk boxes, and custom designs at various price points.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

ATF Sport Sdn Bhd manufactures and sells premium athletic sports tape products in Malaysia, including rigid tape, kinesiology tape, elastic adhesive bandages (EAB), elastic cohesive bandages (ECB), and specialty finger tape. The products are used by athletes across football, rugby, netball, futsal, pickleball, running, climbing and other sports for joint stabilization, muscle support, injury prevention, and rehabilitation. Sales are conducted through the company's own website, online marketplaces (Shopee, VV-Ehouse), and regional stockists/agents across Malaysia.

Product overview

ATF Sport Sdn Bhd is Malaysia's leading sport tape brand offering a focused portfolio of athletic tape products. The core product line consists of Rigid Tape (for maximum joint stability and support), Kinesio Tape/Kinesiology Tape (for muscle support with natural movement), Elastic Adhesive Bandage (EAB for rugby and thumb taping), and Elastic Cohesive Bandage (ECB - self-adhering bandage). Products are available in standard retail rolls, bulk 35-meter rolls, bulk boxes of 32 rolls, custom designs, and specialty finger tape formats. The company positions itself as an affordable yet quality alternative trusted by Olympians, National Athletes, and recreational sports enthusiasts alike.

Differentiator

Problem solved

Functional benefit

Brands

• ATF Premium: Premium line of sport tape products including Rigid Tape, Kinesio Tape, Elastic Adhesive Bandage, and Elastic Cohesive Bandage.
• ATF Player Club

Products and services

• ATF Premium Rigid Tape Premium rigid sports tape made from Cotton/Rayon blend with porous zinc oxide adhesive, sold as a 10m x 3.8cm roll in White, Beige, Black, Red, or ATF Classic colors. Designed for the toughest taping jobs in rugby, football, netball, futsal, and rock climbing to provide joint support and protection. Priced at RM17.00 per roll.
• ATF Premium Rigid Tape – Box of 32 Rolls Bulk packaging of ATF Premium Rigid Tape containing 32 rolls per box in White, Beige, or Black colors for commercial or team use. Priced at RM450.00 per box.
• ATF Premium Kinesio Tape High-quality kinesiology tape made from breathable Cotton/Spandex with strong adhesive, sold as a 5m roll in Beige, Black, Pink, Light Blue, or Red. Designed for athletes recovering from injury who need gentle support with natural movement. Priced at RM45.00 per roll.
• ATF Premium Kinesio Tape – Custom Design Custom design kinesiology tape with breathable Cotton/Spandex material and extra-sticky adhesive (up to 7 days wear time), water resistant. Available in KL2017, BOOM PLUS, LIHM, and BATIK designs. Priced at RM55.00 per 5m roll.
• ATF Premium Kinesio Tape – Kinesio Bulk (35 Meter) Bulk kinesiology tape in 35-meter rolls available in Beige, Black, Royal Blue, Red, and ATF PRECUT options. Priced at RM275.00–RM300.00 per bulk roll.
• ATF Premium Elastic Adhesive Bandage (EAB) Premium elastic adhesive bandage made from 100% premium elastic cotton with zinc oxide adhesive. Sold as 4.5m rolls in 5cm or 7.5cm width in Black or White. Go-to tape for rugby and thumb taping. Priced at RM17.00–RM19.00 per roll.
• ATF Premium Elastic Cohesive Bandage (ECB) Elastic cohesive bandage made from Cotton/Spandex that sticks to itself but not to skin or hair. Available in multiple colors (Black, White, Red, Yellow, Green, Pink). Priced at RM13.00–RM17.00 per roll.
• ATF Premium Rigid Finger Specialized rigid tape designed for finger support and protection during sports activities. Priced at RM13.00 per unit in White.

Quantifiable outcome

• Kinesio tape adhesive can last up to 7 days with proper application
• +1 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• ISN (Institut Sukan Negara) / National Sports InstitutecoreStrategic or Co-development Partner · 25 November 2021ATF Sport Sdn Bhd was introduced as one of the subsidiaries/sister companies under ISN (Institut Sukan Negara), Malaysia's national high-performance sports agency. ISN was established as a national sports science, medicine, and technology organization. ATF is part of ISN's ecosystem supporting sports technology and innovation.
• VV-EhouseminorChannel Partner/ Reseller/ DistributorVV-Ehouse is an online marketplace partner where ATF Sport products are sold through their platform alongside the company's own e-commerce store and Shopee presence.
• ShopeeminorChannel Partner/ Reseller/ DistributorShopee is an online marketplace where ATF Sport maintains an official store for product distribution across Malaysia.
• Fareez Mahzan (Stockist/Agent)minorChannel Partner/ Reseller/ DistributorRegional stockist/agent covering Melaka area. Contact: 010-2551676. Provides local access to ATF Sport products with Cash on Delivery option.
• Mohd Yuzi Abdul Kadir (Stockist/Agent)minorChannel Partner/ Reseller/ DistributorRegional stockist/agent covering Seremban & Port Dickson areas. Contact: 019-6894135. Provides local access to ATF Sport products.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• KT Tape: KT Tape is a leading global kinesiology tape brand selling pre-cut and continuous kinesiology tape directly to athletes and via retailers. It directly competes with ATF Premium Kinesio Tape in product, channel (e-commerce), and target customer (athletes across multiple sports).
• RockTape: RockTape manufactures kinesiology tape and related recovery products and runs a practitioner certification program (FMT). It competes head-to-head with ATF's kinesio and rigid tape lines for serious athletes, sports medicine professionals, and educational credibility.
• Mueller Sports Medicine: Mueller is an established sports medicine brand producing athletic tape, braces, and supports including rigid tape and elastic adhesive bandage. Its EAB and pre-wrap products overlap directly with ATF Premium EAB and rigid tape for rugby, football, and taping applications.
• SpiderTech: SpiderTech produces pre-cut kinesiology tape applications for specific body parts and sells directly to athletes and clinicians. Its pre-cut and continuous kinesiology tapes directly compete with ATF's Kinesio Tape and Rigid Tape Custom Design offerings.
• StrengthTape: StrengthTape sells kinesiology tape and rock tape products targeted at strength athletes and CrossFit communities. It competes with ATF for the same price-sensitive amateur and recreational athlete segment via online and Amazon channels.
• Jaybird & Mais: Jaybird & Mais is a long-established maker of athletic tape and sports medicine products, particularly in the US market. Its athletic tape lineup (rigid tape, EAB) competes with ATF Premium Rigid Tape and EAB in category, format, and target user (sports teams and athletes).
• Andover Healthcare: Andover Healthcare manufactures athletic tape, cohesive bandages, and elastic adhesive bandages for sports medicine and animal health. Its product range and channel mix (sporting goods retailers, medical distributors) overlap materially with ATF Premium Rigid Tape, EAB, and ECB.

Broad incumbents

• 3M: 3M is a diversified industrial conglomerate whose healthcare division sells athletic tape, surgical tape, and sports medicine products. While not focused on sport tape, 3M's Micropore and Durapore ranges overlap with ATF products in pharmacy, clinic, and broader retail channels.
• BSN Medical (Essity): BSN Medical, now part of Essity, sells sports medicine and physiotherapy products including rigid tape, EAB, and cohesive bandages via professional channels. It competes with ATF in the sports medicine and clinical taping categories as a broader incumbent.

Emerging players

• TheraBand (Performance Health): TheraBand, owned by Performance Health, sells recovery and rehab products including tape alongside resistance bands and exercise tools. It represents an adjacent competitor in the sports rehab category that increasingly bundles athletic tape with its broader recovery product line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/atfsporttaping
• YouTubeyoutube.com/channel/UC3hC8mPuR551GTv549TM4JA
• Facebookfacebook.com/atfsporttaping
• Instagraminstagram.com/atfsporttaping
• TikToktiktok.com/@atfsporttaping

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATF Sport Sdn Bhd