French sporting goods giant opens second outlet in Cebu

CEBU, Philippines —  Recognizing Cebu as a leading sports tourism hub in the Philippines, French sports and fitness giant Decathlon has launched its second outlet in Metro Cebu at Ayala Mall Central Bloc, Cebu IT Park.

Cebu has emerged as a premier sports destination, hosting major events such as the renowned Ironman competition and the 2024 Palarong Pambansa.

The growing interest in health and wellness activities—including yoga, camping, glamping, trekking, Pilates, and other sports—particularly after the pandemic, has further solidified Cebu’s appeal, prompting Decathlon to expand its presence in the region.

Mark Sablan, Ayala Malls’ country head of leasing, welcomed the collaboration with Decathlon, emphasizing its alignment with Cebu’s vibrant sports culture.

“Decathlon’s commitment to quality and its focus on sports will be a fantastic addition to Central Bloc,” Sablan said.

The new outlet, Decathlon’s 14th branch in the Philippines and its first partnership with Ayala Malls, spans 77 square meters and offers over 932 sports items across 10 categories, catering to both enthusiasts and professionals.

“Decathlon’s IT Park Connect opening represents another big step for the brand in this wonderful city,” said Benoit Gauthier, regional manager of Decathlon Philippines.

“Our mission is to bring sports closer to Cebuanos, making it more accessible and inspiring people to move through sports,” Gauthier added.

Mathilde Mullet, store leader of Decathlon Cebu, highlighted that the opening aligns with the brand’s vision to strengthen its presence in the Visayas region.

“This is part of our continued effort to expand our network of Concept Stores across the Philippines,” she said.

The launch also introduced Decathlon’s new membership program, offering perks such as points-based rewards, redeemable vouchers, extended warranties, and a 365-day return policy.

Decathlon’s first Cebu store, located in SM City Cebu, continues to serve sports enthusiasts, while the new outlet at Ayala Mall Central Bloc reinforces the brand’s mission to inspire and empower active lifestyles in Cebu.

Decathlon is a French sporting goods retailer with over 2,000 stores in 79 countries and regions, making it the largest sporting goods retailer in the world.

The company manages the research, design, production, logistics, and distribution of its products in-house; partners with global suppliers; and markets its brands directly to consumers in Decathlon-branded big-box stores.

The Decathlon Group markets its products under more than 20 brands.