Supersports wins at Asian Experience Awards 2026 for digital retail expansion

Enhancements across online and physical channels strengthen customer connections and drive continuous growth.

Supersports won Thailand Digital Experience of the Year - Retail in the Asian Experience Awards 2026. The sporting goods retailer under Central Retail advanced its integrated ecosystem across physical stores and digital platforms, operating under its core strategy to expand access to sports across the country.

The company enhanced its customer experience strategy by integrating digital platforms with physical locations. Data-driven personalisation, improved online accessibility, and seamless online-to-offline services supported this transition. In addition, product offerings grew through exclusive collections, expanded brand management rights for global labels, and the development of proprietary lines to meet diverse consumer preferences.

Beyond retail operations, the business promoted active lifestyles by supporting hundreds of sporting events each year. These activities engaged hundreds of thousands of participants across Thailand. Strategic partnerships with local administrative and commercial property entities enabled community sports initiatives, creating broader opportunities for public participation.

Sustainability efforts accompanied these retail and community programmes. Through a nationwide shoe donation drive, thousands of pre-owned sports shoes were collected, refurbished, and distributed to underprivileged youth. This initiative diverted waste from landfills and reduced carbon emissions whilst expanding access to athletic footwear. Furthermore, flagship sports events adopted strict waste management practices, utilising reusable cups and biodegradable packaging to lower environmental impact.

These operational and community developments resulted in steady performance. The company maintained a leading market share in Thailand's sports retail sector whilst achieving sales growth. Online sales experienced notable increases, alongside substantial visits to physical stores and strong demand across categories such as performance footwear, racket sports, football, and outdoor equipment.

The Asian Experience Awards recognises the ingenious initiatives of creative companies delivering meaningful brand experiences. It applauds unique, standout, and innovative experience initiatives launched for clients, potential customers, or employees.

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 2027 awards programme and be acclaimed for providing meaningful brand experiences to stakeholders, please contact the awards team at +(65) 3158 1386 or [email protected].