Supersports earns 2 recognitions at Asian Experience Awards 2025

The company bagged awards for its efforts in reimagining retail and empowering Thailand through sports.

Supersports, which is under CRC Sports Co., Ltd. of Central Retail Corporation, secured wins in the Thailand Brand Experience of the Year - Retail and Thailand Customer Experience of the Year - Retail categories at the Asian Experience Awards 2025, which underscored its leadership in the market.

‘Move You, Move Sports’ strategy

Supersports, which is under CRC Sports Co., Ltd. of Central Retail Corporation, launched its “Move You, Move Sports” strategy in 2024 to transform how Thais engage with sports.

It used insights from over 2 million active The 1 members annually and more than 80 stores nationwide to reshape the customer journey using a three-dimensional approach—the Supersports brand transformation, the technology-driven experience, and the empowerment of Thailand’s sports community.

The transformation is a response to the evolving consumer behaviour. Supersports modernised its in-store environments, launched seamless e-commerce with Click & Collect, and ignited passion through 360° marketing campaigns via social media, influencers, in-store activations, and signature events.

The company then integrated Safesize 3D shoe-fitting, interactive running tracks, golf simulators, and football gaming zones to personalise the in-store experience. Behind the scenes, its AI-powered “Palexy” system optimises operations by analysing foot traffic, staff performance, and layout efficiency.

Furthermore, Supersports hosted 150+ events in 2024 that spanned all major sports to build a vibrant sports community and inspires active Thai lifestyles. Its CSR efforts include the “Donate Your Shoes” campaign to promote access and sustainability by providing gear and support to underprivileged communities.

These steps have brought in 7.5% sales growth year-over-year, customer satisfaction jumping from 49% to 59%, and brand recall rising to 23% in the third quarter.

Flagship store transformation at Central Chidlom

Supersports’s elevated flagship concept on the 3rd floor of Central Chidlom has combined luxury and sport-specific experiences. The new concept builds on the GOLD PRIZE-winning design of Supersports Central Westville, with the space featuring high ceilings, bright visuals, and large digital screens. Additionally, products are intuitively organised by sport.

Amongst the highlights of this transformation are Thailand's longest performance shoe wall that featured top-tier options for running, trail, basketball, and training; the comprehensive golf zone that has a curated collection of high-end golf apparel, rare golf clubs, and custom fitting services; as well as Southeast Asia’s first Wilson Lab that offers professional-grade rackets, pickleball gear, and expert stringing services.

Since its launch, the Central Chidlom flagship has earned a 98% customer satisfaction score and delivered a 41% increase in sales and 9% in member visits.

This success strengthens Supersports’ position as Thailand’s No.1 performance sports retailer, and the company plans to expand this to more locations nationwide.

The Asian Experience Awards serves as a platform that honours ingenious initiatives of creative companies. It gives the rightful recognition to those that deliver meaningful brand experiences to their stakeholders.

The Asian Experience Awards is presented by Asian Business Review Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact Marni Marco at [email protected].