SM Active Hub Marks First Anniversary with Nationwide Celebration of Movement Across 24 Malls in the Philippines

Across the Philippines, SM Supermalls turned an ordinary day into a nationwide celebration of movement as SM Active Hub marked its first anniversary with synchronized activities in 24 malls on April 11.

From early morning until evening, malls transformed into energetic community spaces filled with running, sports, and free play, reinforcing SM’s vision of malls as places where people do not just shop but move, connect, and thrive together.

What began a year ago as a bold idea has grown into a nationwide platform that redefines how Filipinos engage with their malls. SM Active Hub has evolved into a shared space for wellness and activity, bringing together families, athletes, and casual participants in one unified movement across the country.

A Nationwide Day of Play and Movement

The anniversary celebration brought the concept of “One Day, Every Mall, One Movement” to life. SM malls across the country hosted simultaneous runs, fitness sessions, and open play activities, turning the entire network into a massive, coordinated playground. Major activity centers at SM Mall of Asia and SM North EDSA anchored the nationwide celebration, while other malls joined in with their own community driven events.

From sunrise runs along mall routes to afternoon basketball games and evening Zumba sessions, each location contributed to a shared sense of energy and participation.

Sports, Play, and Community in Action

SM Active Hub continues to expand access to a wide range of sports and fitness activities. Across its malls, participants engage in running, basketball, volleyball, football, pickleball, ice skating, figure skating, biking, and more. The initiative welcomes both seasoned athletes and first time participants, making movement more inclusive and accessible.

Running remains a core focus, with 24 malls now featuring dedicated running routes supported by 45 running clubs and more than 50 organized events. What once felt like a solo activity has become a social and community driven pursuit.

Partnerships with running organizers have further strengthened the platform, including major events such as marathon series and long distance races that continue to draw thousands of participants nationwide.

Pickleball and Fitness Racing Gain Momentum

One of the fastest growing sports in the country, pickleball, has found a strong home within SM Active Hub. With permanent and semi permanent courts now available in multiple locations, the sport continues to attract new players every week.

During the anniversary, SM North EDSA hosted a competitive pickleball series while SM Mall of Asia welcomed fitness racing events that challenged both casual and competitive participants. These activities highlighted the growing demand for structured yet accessible sports within urban communities.

Free Play for Everyone

A major highlight of the celebration was Free Play Weekend, where barriers to participation were removed and everyone was invited to join. Families, friends, and walk in mallgoers took part in activities such as basketball, bowling, table tennis, chess, dance fitness, karate, taekwondo, biking, volleyball, and more.

The atmosphere across malls reflected a shared sense of enjoyment, where everyday visits turned into active community moments.

Building a National Movement

SM Active Hub now operates at a national scale, connecting thousands of participants, sports communities, and partner organizations. This has led to stronger engagement across malls, longer visits, and a more vibrant community atmosphere.

According to SM Supermalls leadership, the initiative reflects a larger vision of creating spaces where movement and community come together. The goal is to make activity part of everyday life, not just a scheduled event.

A Platform for the Next Generation

The program strongly resonates with younger audiences, particularly Gen Z and Gen Alpha, who value interactive, social, and shareable experiences. Sports and fitness activities within SM malls have become more than recreation, evolving into community driven and digital friendly experiences.

Looking Ahead

The momentum continues beyond the anniversary. SM Active Hub is rolling out a full calendar of sports events, community runs, pickleball tournaments, fitness classes, dance competitions, and seasonal clinics throughout the summer. These ongoing activities reinforce SM’s position as a central destination for wellness, recreation, and community engagement.

To extend the experience beyond physical spaces, SM Active Hub is also integrated with the SM Malls Online app, allowing users to check schedules, register for events, and stay updated on activities across all participating malls.

As SM Active Hub enters its second year, it continues to shape a new kind of mall culture in the Philippines, one that puts movement, connection, and community at the center of everyday life.