Thailand’s Supersports stores rebranded as fashion shops

Thailand’s CRC Sports has rebranded its Supersports business as a sports fashion store in a move targeting millennials. Last month’s rebranding modernises the business’s image and transforms the performance store model into the fashion world. The logo has also been revised with green motifs to suggest environmental awareness.

Three Supersports stores have already been updated with the new look, including the CentralWorld location, with 50 stores scheduled to follow early next year.

President Tony Morton said: “Our new motto is ‘The new Supersports, where Sport is fashion’, in response to the trend of millennials being fashion-conscious, cool, healthy and cheerful.”

The firm will also expand its online sales efforts in the coming year, with the total market size for sporting goods in Thailand expected to be worth THB30 billion (US$916.3 million) by the end of this year.

Supersports drew in THB300 million ($9.163 million) in online sales last year – 3.5 per cent of Supersports’ THB8.5 billion ($259.78 million) total revenue – and expects online sales to reach THB500 million ($15.28 million) next year.