BANGKOK — Central Retail Corporation’s sports retail division CRC Sports announced it has been named Sporting Goods Retailer of the Year – Thailand at the Retail Asia Awards 2025, following strong operational and financial performance by its flagship Supersports chain in 2024.
Multi-sports retail network CRC Sports, under Central Retail, received the Sporting Goods Retailer of the Year – Thailand category win at the coveted Retail Asia Awards 2025 for the significant milestones of its sporting goods retailer Supersports in 2024, driven by an increase in sales and improved brand reputation.
Digital Transformation Drives Growth
Understanding post-pandemic consumer shifts, Supersports has undergone a significant brand transformation that reflects the world of sports, supporting players at all levels both in-store and online. It has created a modern, engaging brand image and perception whilst upgrading its e-commerce platform with Click & Collect for seamless online-to-offline purchasing.
The company has ignited sports passion through 360-degree campaigns via social media, influencers, in-store activations, and signature events. Store designs have been refreshed based on actual customer insights, creating intuitive environments that inspire sports passion and an active lifestyle.
Technology Investment Shows Results
Supersports has also leveraged cutting-edge technology to enhance the customer journey. Innovations like 3D shoe-fitting technology, interactive running tracks, simulated golf courses, and immersive football gaming zones have provided personalised experiences. Its artificial intelligence (AI)-powered “Palexy” system has optimised store operations by analysing traffic patterns, monitoring staff performance, and identifying areas for improvement.
Community Engagement Strategy Shows Results
The retailer has built a vibrant sports community and inspired an active lifestyle through signature events. This emphasised community engagement through a diverse category of sports-related activities and inspired active lifestyles across Thailand.
The participant tracking records show more than 250,000 persons a year, with over 30% being new customers. These activities ensure equitable access to sports by providing equipment to underserved communities and promoting sustainability.
Market Position Strengthened
Supersports, under Central Retail, has recorded a remarkable 7.5% increase in sales. Its brand reputation has also seen substantial improvement, with customer ratings rising from 49% in 2023 to 59% in 2024. Furthermore, it has solidified its position as the top-of-mind sports retailer in Thailand, with a 23% brand recall in Q3 2024, up from 19% in Q1 of the same year; the highest amongst all sports retailers in Thailand.
“At Supersports, we go beyond simply selling products; we aim to inspire and empower every individual to enhance their lives through sports,” the company said.
The Retail Asia Awards recognize outstanding achievements and innovations within the retail industry across the Asia-Pacific region. Central Retail Corporation operates multiple retail formats across Thailand and regional markets.
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