SM Prime builds foot traffic through running events

Insider Spotlight

• SM Mall of Asia Complex hosted 39 marathons and fun runs from January to September 2026, attracting 425,000 participants
• Events ranged from competitive marathons to family-friendly, themed and advocacy runs
• SM Prime is leveraging sports events to support foot traffic across its retail, dining, entertainment and hospitality offerings
  
  
  
  

SM Mall of Asia (MOA) Complex is strengthening its position as a major running destination in Metro Manila, attracting 425,000 participants across 39 marathons and fun runs in the first nine months of 2026.

The turnout highlights growing interest in organized running events and their potential to generate foot traffic for surrounding retail, dining, entertainment and hospitality establishments.

The complex hosted a diverse calendar of events, ranging from competitive long-distance races to wellness activities, night runs and family-oriented gatherings.

Major events included the Galaxy Manila Marathon and Santé Barley Trilogy Run Asia, which offered distances of up to 42 kilometers. The HOKA Midnight Run introduced an alternative racing experience with events held after dark.

Meanwhile, shorter-distance races such as the DailyFix Power Run, Home Credit Takbo Para sa Life and Watsons x Unilab Share the Alaga Run catered to beginners and recreational runners.

Platforms for community engagement

Beyond competitive sports, running events are becoming platforms for community engagement, brand partnerships and advocacy.

The MOA Complex hosted races supporting sustainability, mental health, diversity, inclusion and charitable causes. Character-themed events featuring Doraemon, Spider-Man, Disney and Pokémon also attracted families and entertainment enthusiasts.

SM Prime Holdings Inc. president Jeffrey C. Lim emphasized the importance of partnerships in making running events accessible to a broader audience.

“We work closely with brands and race organizers to create opportunities for people of different ages, interests and fitness levels to participate,” Lim said in a press statement.

“Just as important is providing runners with a safe and enjoyable environment before, during and after the event, whether they are here to compete, spend time with family and friends, or simply enjoy being active,” he added.

Jeffrey C. Lim, SM Prime Holdings Inc. president 

President, SM Prime Holdings Inc. ​

Beyond race activities

The complex's integrated commercial offerings allow participants to extend their visits beyond race activities.

Runners and spectators can access restaurants, cafés, retail establishments and entertainment attractions, including IKEA, Museo del Galeón and ScreenX.

Hotels, wellness facilities and recreational spaces along Manila Bay further complement the venue's appeal. —Vanessa Hidalgo | Ed: Corrie S. Narisma