Sports Central to expand in SM shopping malls

CEBU, Philippines - The growing number of fitness enthusiasts in Cebu prompted SM-owned Sports Central Manila Inc., to consider expanding its performance stores in SM shopping malls.

The expansion plans of Sports Central Manila Inc., will be aligned with the plans of SM Prime Holdings to build more SM shopping malls in Cebu, said the company’s assistant vice president Joseph S. Epistola.

“Cebu market is big. In fact, the Cebu Adidas department store outlet is number two, next to SM North Edsa,” Epistola said.

Recently, the Adidas Boutique shop at SM City Cebu was converted into a total performance store, to provide sophisticated active-wear requirements of the growing fitness and health buff consumers.

Despite the active stance of other active/sports wears and gear brands, Epistola said Adidas still one of the top preferred brands among Filipinos.

The Sports Central Manila Inc. is also planning to partner with other international active brands, aside from Adidas and Nike, he said.

In 2005, Sports Central acquired the sales distribution licensed from the Adidas Philippines, following the company’s thrust to outsource its sales distribution in country.

Regardless of the perceived economic difficulty, Epistola said active gears and wears are still registering good sales performance in the last few years.

Now, that running, gym, and other fitness events are becoming a trend, sales Adidas and Nike wares and gears are expected to double, as these brands have already gained ground in the Philippine market.

Despite the entry of other international brands, in the active gears and wares, Epistola said Adidas and Nike still expected to dominate in terms of market preference.

Sports Central Manila Inc., owns and operates 11 Adidas Shops in Manila, Cebu, Cagayan de Oro and Iloilo, while it operates one Nike Shop in Manila. All located inside SM malls.