Supersports wins in two categories at Retail Asia Awards 2026

The company earned recognition for its shoe donation movement and market-leading sports ecosystem in Thailand.

Supersports won Marketing Initiative of the Year - Thailand and Sporting Goods Retailer of the Year - Thailand in the Retail Asia Awards 2026. The company modernised its long-standing corporate social responsibility efforts through the Rue Laek Lod campaign. This initiative shifted from traditional donation messaging to a culturally intuitive concept focused on decluttering forgotten footwear. 

The campaign collected 4,375 pairs of shoes, which marked a 20% increase compared with the previous year. Amongst these, 3,225 pairs met high quality standards for distribution to underprivileged youth via the Department of Children and Youth. This effort also raised over THB1.5m to support sports and education. Environmental impact remained a priority, as the initiative diverted 3.72 tons of waste and reduced 8.63 tons of CO2 emissions.

Digital engagement for the marketing drive reached 7.5 million people across social platforms. Supersports utilised its expansive network of over 80 stores to scale the operation, placing collection boxes in high-traffic areas and media offices to earn organic press coverage. The campaign proved that sharp creative insights move both people and society forward whilst reinforcing circular consumption.

The retailer also maintains its position as the market leader in Thailand with a 25% market share. It achieved an average sales growth rate of 5% over the last two years, which sits above the industry average. Specific categories saw significant expansion, with Racket Sports increasing by 26% and Performance Footwear growing by 7%. The latter category saw total sales exceed 6.7 million pairs as demand for high-performance products rose amongst consumers.

Operational success extends to the digital realm, where online channels recorded growth of over 22% with 1.8 million orders. The company serves as a central hub for the sports community, organising over 331 events annually. These activities, including the Supersports 10 Mile Run Thailand, engage more than 300,000 participants whilst following sustainability protocols like the Zero Waste to Landfill approach.

Through partnerships with the Bangkok Metropolitan Administration and Central Pattana, the company ensures sports accessibility across all generations. The integration of exclusive global brands and a seamless omnichannel experience attracted more than 5 million unique visitors to physical stores in 2025.

The Retail Asia Awards highlights the pinnacle of excellence, innovation, and leadership within the retail industry across the Asia Pacific region. It serves as a benchmark of success, honouring companies and individuals who have made remarkable contributions to shaping the future of retail.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2027 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Marni Marco at [email protected].