Toby's Sports Celebrates 35 Years, Presents New Look, New Campaign, and New Endorsers

Did you know? Toby's Sports started thirty five years ago as a small toy store. Since then, it has grown and evolved through the years into the leading and largest sports brand in the Philippines we know today. With 50 stores nationwide, Toby's Sports now covers 56 sports and carries nearly 500 brands.  

Yesterday, Toby's unveiled its latest campaign called "It Starts Here" at SM Aura, which espouses that the first step in achieving greater heights is commitment. This is how the brand sees itself through the years and continues its commitment to the purpose of helping Filipinos live their best through sports and an active lifestyle. 

The country's largest sports chain embodies passion, greatness, and excellence. Thus, in line with the launch of its new look, Toby's tapped some of the Philippines' most respected athletes who show the same values in their respective sports.

Toby Claudio
According to Toby's Sports President Toby Claudio, "It Starts Here" encompasses the driving force of Filipinos who are committed to their goals. In the world of sports, he stressed how important it is to know within yourself that you have to start somewhere to get to where you want to be. "That's where Toby's Sports is: we are the starting point to help you on your journey to greatness."

James and Michelle with Toby Claudio
The launch of the brand's new logo further strengthens and communicates its mantra and goes with the store's all-new look created by a Tokyo-based design firm. To best epitomize the "It Starts Here" campaign, Toby's chose PBA all-star James Yap, volleyball champion Michelle Gumabao, and Azkals star goalkeeper Neil Etheridge. The three exhibit what's it like to have a burning passion for sports, be motivated to reach greatness, and prove that excellence can be fulfilled.

Everyone needs to start somewhere. 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 phenomenon before he because the face of the PBA. Now, he is recognized as one of the top five Filipino basketball players of all-time and undoubtedly the most recognizable male athlete of his generation. He affirmed that everything begins with the decision to commit to ones' goals.

Likewise, Michelle Gumabao learned the best life lessons inside the volleyball court. She discovered that for passion to turn into greatness, everything starts with discipline. Her passion for her sport is unmatched as evidenced by a stunning career that has yielded three UAAP championships and recognition as the UAAP Finals MVP.

On the other hand, 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 Azkals where he shone as a hero in several crucial victories. He shared that playing for a first division team with some of the best players in the world is something he has 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."

Thus, if there is one thing that Toby's Sports and its athlete-endorsers have in common, it is knowing that there is power in commitment. And having been behind many successful athletes for decades, Toby's remain committed to serving more generations of rising stars. 

For more information, please visit, like Toby's Sports on Facebook, and follow @tobyssports on Twitter. For inquiries, call 651-7777.

* To see more photos taken during the event, please visit this Facebook album

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