Sports retail/Supersports

Editorial Staff

CRC Sports Co, Thailand's number one retailer and distributor of sportswear and equipment, has officially launched its new brand direction “Move You, Move Sports” to underscore its leading position as Thailand's performance sports retailer.

From left: Wiyada Buranapakorn, Alexandre Hammel and Len Lertsumitkul

Alexandre Hammel, the company’s president, said that the company has officially introduced its new brand direction, “Move You, Move Sports,” with confidently step into its 27th year. The first Supersports store under new brand direction was opened at Central Westville branch last quarter of 2023 and followed Central Festival Hat Yai.

In 2024, the company has allocated 250 million baht to open two new Supersports concept version 3.0 at Central Nakhon Sawan and Central Nakhon Pathom in January and March respectively. Also, its budget will be spent on renovating three existing stores at Central Chidlom, Mega Bangna and Central WestGate Bangyai.

‘’As the majority of Supersports customers still favor in-store shopping, with 92 branches nationwide, we understand the pivotal role of in-store experiences in driving sales. Thus, we has refurbished our outlets to cater comprehensively to shopper needs with Supersports version 3.0 to elevate shopping experience and reaffirm the brand's dedication to supporting every move with the power of sports,’’ Len Lertsumitkul, the company’s head of strategy and business excellence, said.

Establishing in 1997, Supersports is a pioneered sports equipment retailing in the country. At present, it has 92 Supersports stores across Thailand, covering over 50 provinces.

Mr Len unveiled three key strategies aimed at revitalizing Supersports stores to resonate with sports enthusiasts and maintain the leading position in the sports retail sector.

They include positioning itself as the leader across all sports segments by providing a
vast array of over 100 brands both globally recognized and local Thai labels to serve various customer group’s demand from running, soccer, lifestyle, rackets till golf. In addition, Supersports also holds exclusive distribution rights for several global sports brands in Thailand such as Reebok, Columbia,

Merrell, in addition to iconic football club brands like LFC (Liverpool Football Club) and lately, it got the license to market products of Tottenham Hotspur, which is schedualed to launch at first five Supersports stores next month.

Moreover, the company will elevate shopping experience through the Supersports 3.0 concept stores, offering an exhaustive selection of products catering to athletes of all levels, from novices to professionals.

From brands, stores are meticulously organized by sport categories, featuring interactive elements like running tracks, simulated golf courses, and immersive football gaming zones.

Knowledgeable and friendly staff also provide expert assistance, coupled with cutting-edge technology ensuring seamless and precise shopping experiences.

‘’We don’t chase to open new many stores per year. We prefer to further enhance the sports retail experience our existing stores to be better,’’ Mr Hammel said.

In addition to keep its loyalty customers, it will deploy immersive technology to deliver personalized shopping experiences therefore customers can now discover their perfect running shoes.

Safesize's 3D Scan technology was available at Supersports Central Westville branch. By simply scanning feet, advanced AI algorithms accurately determine and recommend the most suitable shoes based on individual foot dimensions.

Furthermore, innovative pressure plate technology analyzes running posture, aiding in the selection of shoes tailored for specific activities, thereby instilling confidence in each footwear purchase. Safesize technology will be implemented across over 20 stores within 2024, cementing Supersports' commitment to innovation and customer satisfaction.

Wiyada Buranapakorn, the company’s omnichannel customer director, said that consumer sports behavior has shifted amid the backdrop of the Covid-19 pandemic. Consumers now seek sports that are easily accessible and require minimal expertise, transforming them into activities geared towards promoting overall well-being. The burgeoning presence of social media platforms further cultivates a welcoming and inclusive aura around sports.

Beyond enhancing physical health, sports are increasingly becoming avenues for forging social bonds, facilitating interactions, and sharing experiences.Various sports communities have sprouted, uniting individuals with shared sporting interests.

‘’The phenomenon of incorporating sportswear into everyday attire has surged, spurring a heightened demand for sports-related attire, particularly apparel and footwear,’’ Ms Wiyada said.

She adds that the expanding influence of social media platforms has simplified the process of discovering new sports brands, leading to a decline in brand loyalty among consumers. This trend has proven advantageous for multi-brand retailers, which offer diverse shopping experiences and serving as reliable resources for customers seeking novel brands. In addition, society's growing fascination with sports is palpable, fueled by the continued success of Thai athletes on the global stage.