Decathlon, the French sports retail giant, continues its mission to move people through the wonders of sport with the grand opening of its latest 115sqm Connect store at SM City Grand Central on February 20, 2026. This opening marks its second major milestone in an aggressive growth strategy that aims to bring sport and well-being closer to every Filipino.
Decathlon remains steadfast in its commitment to make sports more accessible 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 City Grand Central, and other strategic mall locations across the country. With the addition of the SM City 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 the brand’s rapid expansion, saying, "Our mission is simple: to make the lives of Filipinos healthier and happier by making sport and well-being accessible. This opening at SM City 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 designedly for the urban pace, offering a curated selection of high-quality, affordable gear tailored to the local community.
Decathlon views the Philippine sporting goods market as a prime sector, with a projected 7% CAGR 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 touchpoints, Decathlon Philippines is positioned to capture a significant market share while fulfilling its pledge to make more sports available to all. Visit DECATHLON at the third level of SM City Grand Central.
