Decathlon Expands in the Philippines with New Connect Store at SM City Grand Central

Decathlon, the renowned French sports retailer, is taking its mission to promote an active lifestyle in the Philippines to the next level with the opening of its newest 115sqm Connect store at SM City Grand Central on February 20, 2026.

This marks a key milestone in the brand’s ambitious growth plan, bringing sports and wellness closer to more Filipinos.

From 17 stores in 2025, Decathlon Philippines is on track to reach 27 locations by the end of 2026, with major expansions in Cebu, SM City Grand Central, and other strategic malls nationwide. With this latest branch, Decathlon now operates 19 stores across the country, steadily moving toward its goal of 50 stores by 2030.

Hathaipat Theintangpiriya, CEO of Decathlon Philippines, emphasizes the brand’s vision: “Our mission is to make sports and well-being accessible to every Filipino. Opening at SM City Grand Central allows us to connect with more communities and help people live healthier, happier lives through sport.”

The Connect store format is designed for the fast-paced urban lifestyle, offering a carefully curated selection of affordable, high-quality sports gear suited to local needs.

The Philippine sports retail market is poised for strong growth, with a projected 7% CAGR through 2031. Increasing health awareness among urban youth and professionals, combined with a growing middle class, is driving demand for premium yet affordable sports apparel and equipment.

By combining digital convenience with physical retail experiences, Decathlon Philippines continues to strengthen its position as a leader in accessible sports for all. Visit the new Decathlon Connect store on the third level of SM City Grand Central.