CALOOCAN CITY, Philippines — Decathlon, the French sports retail giant, continues its mission to move people through the wonders of sport with the grand opening of more outlets in the Philippines this year, including its latest "Connect" store at SM Grand Central.
This opening marks its second major milestone in an aggressive growth strategy that aims to bring sport and well being closer to Filipinos everywhere.
From 17 stores in 2025, Decathlon Philippines plans to expand to 27 stores in 2026, beginning with major expansions in Cebu, SM Grand Central and Ayala Malls Manila Bay.
With the addition of the SM Grand Central branch, the brand now operates 19 stores nationwide, moving closer to its long-term vision of 50 stores by 2030.
Hathaipat Theintangpiriya, CEO of Decathlon Philippines, highlights the vision behind this rapid growth.
"Our mission is simple: to make the lives of Filipinos healthier and happier by making sport and well-being accessible. This opening at SM Grand Central is part of our commitment to be closer to our customers nationwide. We look forward to our continued growth and hope that more people can discover their love for sport with Decathlon."
The "Connect" store format is designed for the urban pace, offering a curated selection of high-quality, affordable gear tailored to the local community.
Annarica Pineda, Store Manager of Decathlon SM Grand Central, shares the excitement of the local team.
"We are thrilled to bring the Decathlon experience to the heart of Caloocan. Whether you are a dedicated athlete or just starting your fitness journey, our team is ready to help you find the right gear. We want to be the go-to partner for every sport enthusiast in the city."
Decathlon views the Philippine sporting goods market as a prime sector, with a projected 7% compound annual growth rate through 2031.
This surge is fueled by a growing middle class and a post-pandemic shift toward health consciousness as urban youth and professionals continue to propel the demand for premium yet affordable apparel and equipment.
By integrating digital convenience with physical touch points, Decathlon Philippines is positioned to capture a significant market share while fulfilling its pledge to make more sports available to all.
