23
Sep
13

It Starts Here: Toby’s Celebrates 35 Years

Did you know that one of the country’s leading sports retailer, Toby’s, started as a toy store?  I didn’t either and just found out during the their 35th anniversary celebration held last September 18, 2013 at the SMX Convention Center, SM Aura Premier.  The event looked back to where Toby’s started, its 35-year journey, and introduced the campaign “It Starts Here.”  Here are some snapshots from the event:

James Yap: Ten-time PBA All-Star and two-time PBA MVP is one of the new endorsers of Toby’s

In 1978, the first Toby’s store opened in Greenhills selling Mickey Mouse hats and other pop culture memorabilia.  Eventually it transformed into a hobby shop selling skateboards as its first sports related merchandise.  And the rest, as they say, is history.

The milestones of Toby’s through the years

There were also some interactive stations for entertainment before the event started

And of course, photo booths.  Naturally, the props were sports-oriented.

– Press Release –

It Starts Here: Toby’s Sports Unveils New Look, New Campaign, and New Endorsers

James Yap, Michele Gumabao, Neil Etheridge for Toby’s Sports

(Manila, Philippines) Passion, greatness, excellence are values that embody the country’s largest sports chain, Toby’s Sports.  In line with the launch of its new look, Toby’s tapped the Philippines’ most respected athletes who show passion, personify greatness, and pursue excellence in their respective sports to represent the brand.

“It Starts Here” is Toby’s Sports’ latest campaign, espousing that the first step in achieving greater heights is commitment.  This is how the brand sees itself through the years: committed to its purpose of helping every Filipino live their best through sports and an active lifestyle.  More than a sports store, Toby’s Sports has made a mark on the mind, hearts, and bodies of millions of Filipinos since it started 35 years ago.

“‘It Starts Here’ encompasses the driving force of Filipinos who are committed to their goals.  It is knowing within you that you have to start somewhere to get to where you want to be, especially in the world of sports.  That’s where Toby’s Sports is; we are the starting point to help you on your journey to greatness,” says Toby Claudio, President of Toby’s Sports.

To further strengthen and communicate its mantra, Toby’s Sports officially launches its new logo to go with its all-new store design created by a Tokyo-based design firm.  Toby’s selected the country’s top athletes who best epitomize the “It Starts Here” campaign: PBA all-star James Yap, volleyball champion Michele Gumabao, and Azkals star goalkeeper Neil Etheridge.  These three athletes each exhibit what it is like to have a burning passion for sports, be motivated to reach greatness, and prove that excellence can be fulfilled.

The new logo of Toby’s Sports, as you may have already seen in their newest stores

Everyone needs to start somewhere, and it begins with the decision to commit to your goals.  For James Yap, being selected as a ten-time PBA All-Star and two-time Most Valuable Player did not happen overnight.  He rose from a humble background to become a college phenom and eventually, the face of the PBA.  He is recognized as one of the top 5 Filipino basketball players of all-time and undoubtedly the most recognizable male athlete of his generation.

James Yap

Similarly, volleyball champion Michele Gumabao learned the best life lessons inside the court.  Michele discovered that for passion to turn into greatness, discipline is where everything starts.  Her passion for the sport was unmatched, resulting in a stunning career that has yielded three UAAP championships and recognition as the UAAP Finals MVP.

Michele Gumabao

The Azkals’ star goalkeeper, Neil Etheridge, understood that he had to work his way up to reach his goal of playing for English Premier League team Fulham and for the Philippine team where he shone as a hero in several of its crucial victories.  He says, “Playing for a first division team with some of the best players in the world is something I’ve always dreamed of.  It’s the reason why I’ve worked so hard.  And I keep working hard because I know that with the Azkals I have a shot at doing something that can make the whole country proud.”

Neil Etheridge

Toby’s Sports also has its own significant story of starting 35 years ago as a small toy store.  It has constantly grown and evolved, and the Toby’s Sports we know today currently has 50 stores nationwide, covers 56 sports, and carries nearly 500 brands – making it the leading and largest sports brand in the Philippines.

If there is one thing that Toby’s Sports and its athlete-endorsers share, it is knowing that there is power in commitment.  For decades, Toby’s Sports has been behind the success of great athletes, and is committed to serving more generations of rising stars.  More than its modern stores, big labels, and quality products, it is the brand’s values that make the difference – passion, greatness, excellence are at the heart of the Toby’s brand.

* * *

The artist Quest provided the entertainment for the night

Mr. Toby Claudio, President of Toby’s Sports

Toby’s endorsers James Yap and Michele Gumabao being interviewed by host Cesca Litton

The endorsers together with Mr. Toby Claudio

To Toby’s Sports, Congratulations on a very colorful 35 years!  More years, more branches, and more power!  Thank you for letting us be a part of this wonderful occasion and thank you for helping to promote sports in the Philippines.

* * *

For more information about Toby’s Sports, visit www.tobys.com.  You may also  visit facebook.com/TobysSportsStore on Facebook or follow @tobyssports on Twitter.


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