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| Future football stars take the spotlight at SM City Laoag as kids bring energy and skill to the game. |
GRWM! Fashion & Lifestyle Fits to Start the Vibe Right in the Metro at SM Supermalls
SM Supermalls marked the first anniversary of SM Active Hub with a nationwide activation across its malls, transforming them into the largest playground in the country and the biggest shared space for movement in one synchronized day.
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| Play goes full throttle at SM City Clark as families dive into the energy of SM Active Hub with movement, fun, and connection in one space. |
Launched a year ago, SM Active Hub set out to change how people experience malls. Not just as places to shop, but as spaces to move, connect, and live fully. This vision scaled across the entire network.
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| Kids take the lead at the Push Bike Competition at SM City Bicutan during the nationwide celebration of the SM Active Hub anniversary. |
On April 11, SM Active Hub brought “One Day, Every Mall, One Movement” to life. From sunrise to sunset, malls nationwide hosted runs, rallies, and free-play sessions, turning SM into the largest playground in the country for one synchronized day. Main celebrations took place at SM Mall of Asia and SM North EDSA, anchoring a coordinated, high-energy experience across the country.
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| Energy spikes at SM City La Union as players bring the heat to beach volleyball, powering the momentum of SM Active Hub. |
SM maximizes every space to build the largest playground in the country, where movement is shared and accessible. Across its malls, Filipinos engage in running, pickleball, ice hockey, figure skating, basketball, volleyball, biking, and football, drawing both seasoned athletes and first-time participants.
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| Momentum builds at SM Mall of Asia as runners take over the bay during the SM Active Hub anniversary weekend, turning every stride into a celebration of movement. |
Running remains a core pillar. In 2026, SM activates 24 malls with dedicated running paths, supported by 45 running clubs and 55 running events. What used to be solo is now social. Partnerships continue to scale the platform, with Runrio leading the Philippine Marathon Majors, including the Manila leg and the 42-kilometer EDSA Marathon on Independence Day.
Pickleball and fitness racing expanded the ecosystem. SM Active Hub featured 12 permanent and 13 semi-permanent pickleball courts, accelerating one of the fastest-growing sports in the country. SM North EDSA hosted the Toby’s Pickleball Superseries, while SM Mall of Asia staged fitness racing events for both competitive and casual participants, with both activations happening on April 11 as part of the anniversary.
The platform now operates at national scale, connecting thousands of participants, partner brands, and sports communities. This drove repeat participation, longer dwell time, and deeper engagement across malls.
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| Intensity peaks at SM Mall of Asia as athletes push limits in fitness racing, driving the competitive spirit of SM Active Hub. |
The anniversary highlighted “Free Play, Full Fun,” opening activities to families, barkadas, and walk-in mallgoers with no barriers to entry. During Free Play Weekend on April 11 to 12, malls nationwide hosted pickleball, running, bowling, table tennis, Zumba, karatedo, chess, dance fitness, karate, biking, football, basketball, volleyball and taekwondo, turning everyday mall visits into active, shared experiences.
SM Active Hub sustains the momentum beyond the anniversary, with sports activations continuing throughout the summer across all SM Supermalls. A full calendar of runs, pickleball sessions, fitness classes, community tournaments, the Groove Dance Showdown, and Summer Sports Clinic keeps the platform active and accessible, driving repeat visits and sustained engagement while positioning SM as the go-to destination for movement and play during the season.
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| Game on at SM City Lipa as NU Lipa basketball players lead the action with speed, precision, and control on the court. |
SM Supermalls continues to evolve the modern third space, integrating retail, wellness, and social connection into one ecosystem. For Gen Z and Gen Alpha, participation is social, shareable, and community-driven.
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| A pickleball tournament brought the heat to the courts at SM North EDSA, rallying players and spectators for a full day of fast-paced action. |
“This is movement at scale. We design spaces where communities gather, stay active, and experience life to the max.” ~Joaquin San Agustin, Executive Vice President for Marketing, SM Supermalls
Free Play Weekend ran alongside the anniversary activities.
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| Precision and discipline take center stage as young athletes showcase taekwondo at SM City Masinag. |
As part of its Here to Move campaign, SM Active Hub welcomed Canadian National Champion and PPA Tour athlete Mackonner Dy for a multi-mall tour from April 9 to 12, reinforcing its push to grow pickleball in the Philippines and expand access to international-level play.
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| All smiles as Canadian National Champion and PPA Tour athlete Mackonner Dy joins Pickleball for Kids at the pickleball court of SM City Sta. Mesa during the SM Active Hub Anniversary. |
SM Active Hub extended beyond the mall through the SM Malls Online app, its official digital companion. Users accessed event schedules, registered for activities, unlocked rewards, and stayed updated on runs, pickleball sessions, and fitness events across all SM malls. It centralized the experience, turning every visit into a connected, on-demand journey.
About SM Supermalls
SM Supermalls is evolving—shaping how people live, connect, and experience life today. More than a place to shop, it is the country’s most loved mall and an everyday destination designed around the lifestyles, passions, and needs of Filipino communities, delivering new finds, fresh concepts, and meaningful experiences.
As one of Southeast Asia’s largest mall developers and operators, with 90 malls in the Philippines and 8 in China, SM Supermalls continues to evolve its spaces, experiences, and partnerships, building destinations that grow with communities and remain trusted, relevant, and loved for generations. Your Most Loved Supermall, SM.
