Sports

Major race events at SM malls in Cebu and SM Mall of Asia bring runners together through SM Active Hub lifestyle and sports programs

SM2SM run now on its 14th year where runners race from SM Seaside and SM City Cebu

Over 32,000 runners attended two significant racing events in Cebu and SM Mall of Asia this weekend, solidifying SM Supermalls’ standing as one of the nation’s top running destinations.

SM spaces evolved into lively race settings where runners congregated to compete, celebrate accomplishments, and interact with other enthusiasts, from massive road races to women-led running clubs.

As running continues to surge across the Philippines, many runners now look for venues that offer safe routes, accessible locations, and strong community support. Across its nationwide network, SM Supermalls has become a natural hub for runners, hosting major race events while providing everyday spaces where communities can train and grow. Today, this ecosystem spans 24 malls with dedicated running paths, supports 45 active running clubs, and has mounted 55 running events to date, reinforcing SM Supermalls’ position as a leading platform for the country’s growing running community.

SM2SM Run energizes Cebu’s running community

In Cebu, the SM2SM Run 2026 gathered 15,500 runners for its 14th year, marking historic highs for the event and reinforcing its place as one of the region’s biggest running events. Women made up 40% of participants, a record share that reflects the growing participation of women in the country’s running community.

The race connected two iconic landmarks, starting at SM Seaside City Cebu and finishing at SM City Cebu, turning the city into a high energy celebration of fitness and community.

The excitement extended beyond the finish line when one lucky participant won the grand raffle prize, a BYD Shark 6. The prize also reflects the growing shift toward electric mobility in the Philippines. Across more than 90 malls nationwide, SM Supermalls has built one of the country’s largest electric vehicle charging networks, allowing guests to conveniently charge their vehicles for free during mall hours while they dine, shop, or spend time with family. Through this integrated network, SM actively promotes the shift to cleaner mobility by making EV adoption more practical, accessible, and part of everyday consumer behavior.

The grand raffle winner, Desiree Villadolid, enjoyed a moment that perfectly matched the scale and excitement of the maxed-out SM2SM Run, adding another memorable highlight to race day.

Women’s Run celebrates strength and community

Meanwhile at SM Mall of Asia, 16,500 runners joined the 2026 Filipina CEO Circle (FCC) Women’s Run PH in celebration of International Women’s Day and Women’s Month. Of the total participants, 90% were women runners, highlighting the strong and growing movement of women embracing running as a lifestyle.

Now on its third year with FCC as title sponsor and SM Supermalls as co presenter, the run continues to grow as a national platform that promotes women’s health, empowerment, and community through running.

Thousands of women ran along the scenic seaside roads of SM Mall of Asia under the theme Strength, Grace, and Honor, creating an inspiring atmosphere of encouragement and shared achievement.

SM Active Hub anchors running communities

SM Active Hub, the sports and wellness platform of SM Supermalls that fosters active communities throughout its malls, supports these expanding events.

SM Supermalls continues to provide areas where runners may travel, interact, and fully enjoy life, from regular training routes to significant race weekends.

SM Supermalls is your favorite shopping center. Where community, lifestyle, and fully realized experiences come together. Everything is for you.

More than a game, pickleball isn’t just being played by Filipinos—it’s being built, and the whole country is all in. (From L-R; Michael Johnson – Co-Founder and Chairman, Gigi Maceda – Trustee and Head of Officiating, Shery Cu – President, Suzette Pasustento – Country Manager of Skechers Philippines, Coni Ybañez – Treasurer, Red Dumuk – Secretary General, Jeffrey Kho – Co-Founder and Trustee)

People with well-coordinated athletic fits, well-worn sneakers, and colorful paddles all set and waiting at the baseline are some of the telltale markers you’ll see if you go past any court these days. And the game for which everyone is waiting in line? Pickleball.

What started out as a lighthearted weekend demonstration has swiftly grown into a major movement. Pickleball is becoming increasingly popular across the nation, and it’s not by coincidence. The sport is evolving from unstructured play to a national framework that unites players, organizers, and communities under the direction of the Philippine Pickleball Federation (PPF). Growing the game sustainably and correctly is the ambitiously basic goal.

So, who’s drawing up the game plan, if you’ll ask? PPF. This organization is recognized by the Philippine Sports Commission and the Philippine Olympic Committee, and a Founding Member of the Global Pickleball Federation. PPF means serious business, as they’re doing much more than just handing out paddles.

Raising the bar even higher, PPF launched the Philippine Pickleball Participant (PPP) Registry, a national database for players, coaches, and officials. Leveling up the experience, PPF also implemented the Official National Ranking System last January 1, 2026.

“In just a few years, we have seen tremendous organic growth (in Pickleball), and that’s something we celebrate. But now, it’s time to support that enthusiasm with systems that ensure fairness, credibility, and long-term development,” said Shery Anne Cu, President, Philippine Pickleball Federation.

Behind the scenes, the federation is creating and setting down standardized pathways for tournaments, officiating, and coaching. This brings clarity and consistency to every level of play, ensuring that everyone, from energetic first-timers to seasoned senior players, can step onto the court knowing that they’re part of an inclusive, safe, and well-organized ecosystem.

Building on that commitment, Skechers embraced pickleball at its grassroots stage and advocated for PPF since the rise of the sport. Going beyond traditional support, Skechers developed a dedicated pickleball footwear that’s engineered specifically for the court.

At the same time, Skechers has demonstrated its wholehearted involvement to the sport by supporting key events, with highlights like the Street Pickleball exhibition, which took place in late November 2025 at the GPF Global Pickleball Congress, as well as the first-ever Philippine Pickleball National Championship held last May 30 to June 1, 2025. The brand also welcomed professional pickleball champions like Sarah Jane Lim-Narvasa and Leander Lazaro as official Skechers Pickleball Athletes. For Skechers, it’s clear that this isn’t just a partnership. It’s a shared journey, from start to finish.

If there’s another defining moment that shows how far the sport has come, it’s this: the inaugural Skechers Pickleball 1st Philippine Pickleball Amateur Nationals, set to take place from March 28 to March 30 at Tela Park Pickleball Center, Las Piñas City. Co-presented by Skechers, the Nationals are more than just another tournament—they’re a statement. In addition, the scheduled competitions will be the second tournament in contribution to the official national rankings. It’s a defining milestone for the federation’s long-term development plan. The said event brings together amateur players from across the country to compete under standards that champion safety, fairness, and excellence.

Learn more about the mechanics here. 

“For us, the Nationals mark a turning point for pickleball in the country. It’s inspiring to see Filipinos step onto the court and into a more connected community with Skechers every step of the way,” said Sue Pasustento, Country Manager, Skechers Philippines.

And pickleball’s impact? It doesn’t stop at the baseline. Beyond the competition, the sport promotes active lifestyles, strengthens community bonds, and contributes to sports tourism and local economies through organized events and competitions. Because of this, Filipino players are no longer limited to local courts, with clear pathways now in place, they’re beginning to set their sights not only on regional stages, but also on international ones.

Away from the spotlight, PPF continues to do the essential groundwork: collaborating with tournament organizers, aligning best practices, and building a credible national calendar through structured sanctioning frameworks. There are also media briefings and planning sessions that further reinforce the federation’s 2026 priorities. It also spotlights partners and contributors who share a common vision—not just to grow the sport fast, but to grow it responsibly.

“What we are building is not just tournaments. We are building a credible pathway for athletes, a coordinated environment for organizers, a transparent ranking system, and a sustainable future for the sport in the country,” Cu shared.

Cu went on to say that the federation, organizers, players, and partners must continue to work together for pickleball to be a huge success in the nation.

With all of these combined efforts, pickleball is becoming more than just a fad in the Philippines. It’s a burgeoning community sport propelled by players who are just getting started, inspired by passion, and supported by a robust national framework. One thing is evident from events like the Nationals on March 28–30: Filipino pickleball’s future is not only bright but already underway.

***

Think you’ve got the game, grit, and heart for pickleball? Make it official, be part of the country’s fastest-growing sport and step onto the court by signing up at registry.pickleball.ph

SM expects that the Philippines’ victory in the international derby would seize a critical window of opportunity to further develop local skating talent as the country makes a comeback to the Southeast Asian (SEA) Open Short Track Speed Skating championship.

Young and up-and-coming skaters get the chance to compete, learn, and receive exposure on a friendly yet regulated platform with the SEA Trophy, an international tournament designed as an entry-level event.

“We are thrilled with the results of the latest season of this international competition,” said Joseph Silva, Senior Assistant Vice President for SM Skating. “Since its inaugural run, we’ve seen steady growth in participation, and this year marks our highest turnout yet, along with the country’s strongest medal haul to date. Coupled with the surge of interest in ice sports following the Philippines’ recent SEA Games successes, we see this as a pivotal moment to spotlight the potential of our young, emerging athletes and further strengthen support for the development of their talent.”

On its third local mounting, the SEA Trophy has registered its largest volume of participants at 90 athletes ages six to 24 years old representing the Philippines, Vietnam, Thailand, Singapore, Hong Kong, China, India, and Indonesia. The Philippines emerged with a total medal win of 12 gold, 11 silver, and 6 bronze medals.

“Most of the athletes who join are starting out on their skating journeys. With this international competition, they gain more than a chance of winning medals. They attain access to a professional arena, while competing against regional athletes exposing them to different styles of athleticism,” said Nikki Cheng, President of the Philippine Skating Union.

Giving young, emerging athletes a home and an arena to shine

A long-time advocate of ice sports in the Philippines, SM has been home to the SEA Trophy since 2023. Mounted by SM through its Sports and Leisure Center (SLC) and SM Skating, the competition was hosted at the Olympic-sized rink of SM Skating Mall of Asia—one of the country’s most established ice sports venues.

Backed by the International Skating Union (ISU) Development Commission and the Philippine Sports Commission, the SEA Trophy also serves as a development platform that ensures global participation in ice sports while encouraging skills progression, coaching exchange, and cross border-collaboration.

“Beyond providing conducive spaces for athletes to train and compete, SM recognizes that true skill development comes from exposure to international competition,” said Silva. “Events like this put everything they’ve trained for to the test, while fostering camaraderie and sportsmanship, values that are honed only on the ice, alongside fellow athletes.”

By taking a comprehensive approach, SM has provided a home that develops athletes into champions, whether they are up-and-coming or competitive. Hans Buemio, a podium medalist at the SEA Games, began skating at SM’s rinks. He is now getting ready for the upcoming competition in Utah and has qualified as the nation’s first domestic speed skater for the ISU Junior World Cup series. Meanwhile, the SEA Trophy has also been used to refine up-and-coming international skaters. Bingzhen Dai, a Chinese skater who has been training at SM’s Skating Rinks for the past two years, is also a product of the competition. Silva hopes that other up-and-coming athletes like them can reach their full potential with comprehensive assistance.

“With SM, our skating industry will always have a home one that provides inclusive and accessible pathways for our talents to grow and succeed. Through the 2026 SEA Trophy, we look forward to discovering our future champions and showcasing their excellence to the world.”

Pickleball continues to find its home in SM Supermalls.

Through the SM Sports and Lifestyle Center (SLC), SM has expanded its roster of permanent pickleball courts with new locations at SM Center Shaw and SM Center Muntinlupa—providing athletes and enthusiasts more spaces for casual games and competitive play. By the close of 2025, SM reached 61 pickleball court locations nationwide, including 37 permanent courts, marking the largest network among mall operators.

Further strengthening the local pickleball community, SM delivers elevated sports experiences for picklers and the wider active lifestyle crowd across the country. With the launch of SM Active Hub—the Philippines’ largest sports playground—aligned with SM SLC’s goal to transform fitness and sports participation, SM continues to foster tournaments, friendly rivalries, and shared moments on and off the court.

“SM launched SM Active Hub in March last year with the strong intention of giving athletes, sports enthusiasts, and even casual players alike high-quality and easily accessible spaces that can house their best sports experiences—whether that’s lighthearted fun or high adrenaline competition,” said Joaquin San Agustin, SM Supermalls Executive Vice President for Marketing. “Closing 2025 with our largest pickleball court locations while adding two new permanent courts in SM Center Shaw and SM Center Muntinlupa in Metro Manila is evidence that sports remains not just a strong interest, but a new way of life for our customers.”

Opened in partnership with Paloo, the pickleball court locations of SM Center Shaw and SM Center Muntinlupa boast three outdoor and four indoor permanent courts respectively, both intuitively designed to accommodate experienced and novice players, with accessible rates.

The Home of Elevated Sports Experiences

Through Active Hub, SM gave local picklers the ultimate spot to maximize movement and active lifestyles, meeting the athletic appetite of customers through its modular court approach. With the integration of the SM Malls Online app, players can easily sign up to be part of the community, discover upcoming events, and gain exclusive access to the best deals that maximize experiences they’ll love.

“On top of the permanent courts, we also have 24 semi-permanent courts all over the country to accommodate the maximum amount of activity our customers seek,” said San Agustin.

This holistic approach has made SM the favorite go-to pickleball hangout place for customers, almost doubling the 44 courts initially constructed through the rise of interest in the sport. Also following strong demand and fully booked courts until the end of 2025, SM’s upcoming thrust focuses on building more permanent courts to increase its inventory to close to 80 in 2026.

“The high volume of bookings across all our courts hints that pickleball isn’t an exclusive sport—anyone can play. And because it is inclusive and easy to learn, SM saw this as an opportunity to naturally drive active lifestyles for our customers,” said San Agustin.

A Favorite for Maxed-out pickleball gatherings

Active Hub caters to a wide group of picklers—from competitive enthusiasts to casual first timers looking to play or find a new and fun bonding activity with their friends, every kind of player can find an event that encourages them to keep playing.

Out-of-the-box creative concepts like the Glow Ball pickleball event giving the game a fun and exciting glow in the dark twist, while enrichment activities such as free coached Pickleball Clinics encouraged newbies and young players to try the sport out.

The SM Pickleball Super Series, a major competition organized by Active Hub in collaboration with Toby’s Sports, is held there in addition to regional competitions and events.

World-ranked pro-athlete Lauren Mercado, a Filipino-American, started the Pickleball Power Tour, inspiring the next generation of players to take up the sport. Because the event was so successful, SM plans to hold a second one in the first half of 2026.

“This is a testament to SM’s desire of hosting the most creative and commercially attuned sports events that our customers can always look forward to. As long as the Filipino desire for community and activity remains ablaze, SM is determined to continually give that passion for sports a home,” said San Agustin.

Don’t miss out! Discover a range of SM Active Hub events on the SM Malls Online app and be the first to earn rewards, discounts, and freebies: http://click.smmallsonline.com/DFqS/SMACTIVEHUB

Global home appliance brand Haier welcomed the new year by bringing the spirit of world-class football to Filipino audiences, as a New Year television commercial featuring stars of Paris Saint-Germain (PSG) was showcased on a prominent EDSA billboard in Metro Manila.

The local activation forms part of Haier’s global campaign with PSG, which saw landmark outdoor screens light up across major cities worldwide on December 31, 2025. The campaign highlights the shared values of excellence, innovation, and leadership that define both Haier and one of football’s most successful clubs.

Haier became an Official Partner of Paris Saint-Germain in September 2025 through a multi-year agreement running until 2028. The partnership aims to integrate football passion into everyday life by connecting PSG’s champion mindset with Haier’s smart home technologies and user-centric innovations.

The New Year TVC, now visible to thousands of daily commuters along EDSA, features PSG players delivering a festive greeting while reinforcing a champion spirit that resonates with Filipino fans, as global football continues to grow in popularity in the Philippines.

Driven by the same pursuit of excellence seen on the pitch, Haier designs its products around people—powered by technology and proven in daily use. This philosophy is supported by Haier’s global localization strategy, ensuring solutions are tailored to the needs and lifestyles of consumers in different markets, including the Philippines.

Through high-impact outdoor placements, digital campaigns, and global sports partnerships, Haier continues to strengthen emotional connections with consumers worldwide. As 2026 begins, Haier remains committed to delivering champion experiences through innovation, technology, and shared values—bringing global inspiration closer to Filipino homes.

Building on its presence in the Philippines, Haier’s New Year activation brings global football excitement closer to Filipino fans. By lighting up a key EDSA billboard, the brand connects world-class innovation with everyday life, reaching commuters and households alike.

The activation highlights Haier’s commitment to smart, user-focused solutions that make modern living easier and more enjoyable. From energy-efficient appliances to connected home technologies, Haier continues to design products that fit seamlessly into Filipino lifestyles.

With football growing in popularity in the Philippines, Haier’s partnership with Paris Saint-Germain inspires teamwork, passion, and excellence—values that the brand brings to homes across the country as 2026 kicks off.

Haier Philippines successfully staged its inaugural Haier Half Marathon 2025, gathering 2,500 runners, families, fitness groups, and partner organizations for a vibrant celebration of wellness and community service. More than just a sporting event, the marathon highlighted Haier’s commitment to promoting active lifestyles while extending meaningful support to local communities.

This year’s run championed a special cause through Haier’s CSR initiative for the Father Saturnino Home for the Elderly. As part of its advocacy on community care, Haier will provide essential goods and food supplies to help sustain the daily needs of the elderly residents. The initiative reflects Haier’s belief that true innovation is most impactful when it uplifts lives, especially those in vulnerable sectors.

The event featured 21K, 10K, and 5K race categories, encouraging participants of all skill levels to push their limits and enjoy a safe, well-managed route supported by hydration stations, medical teams, and lively on-ground entertainment.

Adding to the excitement, runners and spectators immersed themselves in Haier’s interactive product activity zones, which offered fun games, challenges, and engaging appliance demonstrations. Participants enjoyed hands-on experiences with Haier’s latest innovations and took home exciting freebies and exclusive giveaways, making the marathon not just a race but a full lifestyle experience.

Supported by Valued Sponsors and Partners

Haier Philippines extends its gratitude to its event sponsors and partners, whose support ensured a seamless, energetic, and memorable experience for all participants.

A Run Toward a Better Tomorrow

With the success of the Haier Half Marathon 2025, Haier strengthens its long-term mission to champion wellness, inspire active living, and expands its community development initiatives. The brand looks forward to creating more platforms where innovation, compassion, and community spirit come together.

For Haier Philippines, the message is clear:

When people run with purpose, entire communities move forward.

Participants brought the energy to the REV* Club Run at Maison Mall in Pasay City

The nation’s top life insurance, Pru Life UK, has formally joined forces with REV* to introduce the REV Club Run*, a joint program that uses running to advance community development, wellness, and health.

This collaboration begins a series of community runs that will take place between September and December 2025, uniting people and organizations in a common dedication to active living.

Smiles, strides, and unstoppable energy as Southies revved up and run together during the Alabang leg

“More than just fitness activities, community runs promote a healthy lifestyle, foster camaraderie, and create networking avenues across diverse groups,” said Kathryn Cajucom, Pru Life UK Head of Brand and Integrated Marketing Communications.

With forms like easy 5K, interval runs, tempo runs, and long runs, the community runs are inclusive and accessible, catering to a diverse variety of participants and fitness levels. Approximately 120 people attend each event, and trained running coaches are there to assist them in improving their training and running.

Southies seized the moment and showed up strong at the REV* Club Run in Alabang Town Center

“As more Filipinos embrace fitness and community-based events, Pru Life UK sees a valuable opportunity to engage with health-conscious individuals while supporting their wellness goals. Now more than ever, Filipinos can count on PRU as a trusted partner in securing health protection and financial empowerment,” Cajucom added.

Go to https://rev.com.ph/ to learn more about the community runs.

The partnerships aim to turn passion on the pitch and on the court into smarter, more connected living at home.

Haier, a home appliance brand, has announced new multi-year global partnerships with Liverpool FC and Paris Saint-Germain. The announcement was made at IFA Berlin, where Haier unveiled its new brand strategy. The agreements unite Haier with two of the most followed football clubs in the world.

These collaborations are part of Haier’s “Home of the Champions” initiative, which aims to align the brand with top-tier clubs and athletes. The partnerships are intended to inspire, connect, and create richer, smarter experiences for fans and consumers worldwide. Haier’s values of innovation, precision, and excellence are said to align with the spirit of both clubs, reinforcing a shared commitment to performance and global reach.

As part of the partnerships, Haier will engage with fans across stadium, digital, and retail touchpoints. The brand will also deliver exclusive fan experiences and explore the creation of co-branded smart home products designed to bring the energy of a matchday into daily life.

The partnership with Liverpool FC also revives a historic connection. Candy, a brand that is now part of Haier Europe, was the club’s main sponsor in the late 1980s and early 1990s, an era that remains one of the most iconic chapters in the club’s history.

Haier’s Expanded Sports Portfolio

In addition to the new football partnerships, Haier has renewed its strategic partnership with the ATP Tour through 2028. This renewal expands Haier’s role as an ATP Gold Partner, now covering both Home Entertainment & TV and Home Appliances categories. This extension will provide Haier with on-court brand visibility, premium hospitality experiences, and on-site product integration at select ATP Tour events. The brand will also benefit from exposure across the ATP’s digital channels, which reach an online audience of more than one billion.

Haier’s sports sponsorships also include LALIGA, Liga Portugal, the Royal Moroccan Football Federation, Roland-Garros, and the Mutua Madrid Open. This broad and strategic connection with sports reflects a multisport identity. Haier’s partnerships are built on the belief that sport is a powerful platform to inspire, connect, and create shared value.