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| Communities come together across 24 malls for runs, pickleball, and free play on April 11 |
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.
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.
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.
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.
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.
The anniversary highlighted “Free Play, Full Fun,” opening activities to families, barkadas, and walk-in mallgoers with no barriers to entry. Everyday mall visits became active, shared experiences.
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.
“This is movement at scale,” said Joaquin San Agustin, Executive Vice President for Marketing, SM Supermalls. “We design spaces where communities gather, stay active, and experience life to the max.”
Free Play Weekend ran alongside the anniversary activities.
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.
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.
#HereToMove #SMActiveHub
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