Excella Archery Distribution Sdn. Bhd. and the Sunnah: a business journey to restore the prophetic way of life

Wan Husain, Wan Rohaida (2025) Excella Archery Distribution Sdn. Bhd. and the Sunnah: a business journey to restore the prophetic way of life. IIUM Journal of Case Studies in Management, 16 (2). pp. 147-151. ISSN 2810-2327 E-ISSN 2710-7175

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Abstract

This case study explores how Excella Archery Distribution Sdn. Bhd. can strategically position itself as a leading business that promotes the Sunnah of Prophet Muhammad ﷺ through the practice of archery, by leveraging the spiritual, educational, and cultural dimensions deeply rooted in Islamic heritage. Excella Archery was established in November 2018, motivated by the rising demand for quality archery equipment in Malaysia and Southeast Asia. Founded by sports retail entrepreneurs passionate about archery, the company operates from its headquarters in Melaka with outlets in Melaka and Kuala Lumpur. By aligning its brand identity with the Prophet’s encouragement of archery, Excella Archery has the unique opportunity to differentiate itself in a competitive market through authentic faith-based engagement. The study outlines key strategies, including integrating Islamic teachings into training programmes, the development of culturally inspired products, community partnerships, and educational content creation. These initiatives nurture personal growth in discipline, focus, and spirituality and foster strong community bonds among Muslim consumers. Ultimately, this approach positions Excella Archery as a pioneer in combining business innovation with religious and cultural preservation, inspiring a new generation to embrace archery as a sport and a Sunnah.

Item Type:	Article (Journal)
Additional Information:	3567/123927
Uncontrolled Keywords:	Sunnah; Islamic Entrepreneurship; Excella Archery; Prophetic Tradition
Subjects:	H Social Sciences > H Social Sciences (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button):	Kulliyyah of Economics and Management Sciences > Department of Business Administration Kulliyyah of Economics and Management Sciences
Depositing User:	Dr Wan Rohaida Wan Husain
Date Deposited:	30 Oct 2025 11:05
Last Modified:	30 Oct 2025 11:06
URI:	http://irep.iium.edu.my/id/eprint/123927

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