Axel was established in 1996 and have established itself as a court shoe brand of choice on par with other more established international court shoe brands. Apart from court shoes, Axel footwear range includes casual lifestyle shoes and sandals and track and trail footwear range.
Axel's badminton racquets and shuttlecocks are of the highest quality for its price range. Axel recently added sports bags to its product range.
Axel also have a range of casual and sports apparel comprising men's polo shirt, fashionable T and round necks shirts.
Axel footwear and apparels are widely available throughout Malaysia notably at the specialty stores N Concept stores outlets and department stores like Jusco and Parkson locally.
Axel was the sponsor for the nation's "Young Olympian Champion" since 2004 as well as the main sponsor for the national paralympic athletes in 2008. Axel's products especially its apparels are also widely accepted by big corporations and also the National Sports Council on a co-branding basis.