MANILA, Philippines – February 22, 2026 – MILO® Philippines officially launched MILO® Active Pilipinas 2026 on February 22 at SM Megamall, marking the 50th anniversary of the MILO® Marathon and unveiling its nationwide #MyMILOStory campaign. Celebrating the deeply personal connections Filipinos have with the brand, the campaign aims to surface millions of stories that go beyond choosing a drink for breakfast or practice, but choosing experiences that build character.

Headlined by a new TVC featuring pole vaulting champion EJ Obiena and its newest ambassador, rising international tennis star Alex Eala, the campaign reflects MILO®’s continued commitment to nurturing champions through sports.

For over six decades, MILO® has played a significant role in nation-building and creating shared moments that shape the lives of Filipinos, from childhood memories of enjoying a warm cup of MILO® for breakfast decades ago, to life-changing experiences like discovering a passion for running through the MILO® Marathon, to carrying forward valuable life lessons learned at MILO® Sports Clinics.

In 2025 alone, MILO® mounted 25 marathon races nationwide, bringing together over 180,000 participants; partnered with more than 20,000 schools, opened 1,200 sports clinic venues covering 42 sports disciplines, and energized 380 barangays through the MILO® Barangay Liga, collectively bringing 3 million Filipino children into sports. The My MILO® Story campaign recognizes that every Filipino has a unique MILO® story worth sharing, whether past or present.

“MILO® has always been more than just the Filipino kids’ favorite breakfast drink — it has been a companion in the journey of every Filipino champion,” said Lawrence Lorico, Vice President of Marketing, MILO® Philippines. “Through the My MILO® Story campaign, we are celebrating the incredible diversity of experiences that connect us all through sports, nutrition, and the brand that has fueled Filipino dreams for generations.”

A rising international tennis star whose journey began in MILO® Sports Clinics and the MILO® Little Olympics, Alex Eala embodies a powerful full-circle MILO® story. Now the first Filipina to enter the Top 50 of the PIF WTA Rankings, Eala’s grit, discipline, and determination serve as proof that with the right guidance, grassroots sports programs can shape future champions, not just in sport, but in life.

“When we started discussing the campaign with Alex, she was immediately on board. She understands that her own MILO® story can inspire others to grow from grassroots beginnings to greatness. MILO® and Alex share the same belief that everyone who has ever dreamed of becoming an athlete carries a story shaped — in one way or another — by this iconic brand,” Lorico added.

Commissioner Walter Francis Torres of the Philippine Sports Commission, who was present during the launch, shared how early encouragement shaped his sporting journey. “Alam niyo ba, ang MILO® puwede kainin kahit hindi hinahalo? Nilalagay ko siya sa teaspoon. From school, I would take it. I believe it encouraged me to be active, and it helped me accomplish my sporting medals in fencing.” 

Representing the shared journey of many Filipino athletes, Philippine Olympic Committee representative Nikko Huelgas reflected on how MILO® supported his athletic evolution. “I started as a swimmer in high school, and when I entered college, I joined the MILO® Marathon for the first time. That’s when I realized how much I enjoyed running. I added it to swimming, then I started biking, and that’s how I became a triathlete, with the help of MILO®.”

MILO® Active Pilipinas 2026: Expanding Grassroots Access

These initiatives fall under MILO® Active Pilipinas 2026, the brand’s structured nationwide sports development platform designed to expand grassroots access across schools and communities.

This year, the National MILO® Marathon celebrates its 50th anniversary with 50 races nationwide, including 15 major marathon legs, 35 Champ Runs in partnership with the Department of Education (DepEd), and 10 community runs, making it the brand’s most expansive marathon year yet.

Champ Run is designed to inspire children to get into running in a way that suits their lifestyle while prioritizing safety and valuable life lessons.

Beyond the marathon, MILO® continues to deepen its presence in communities nationwide. In 2026, the program aims to grow partnerships with 25,000 public schools, broaden the reach of its Sports Clinics, and engage approximately 800 barangays through the MILO® Barangay Liga.

Inclusivity remains a cornerstone of MILO®’s programs. Initiatives such as SAFE Swim in 

partnership with the Philippine Red Cross, the Walk, Run, and Roll initiative with the Philippine Sports Commission, and continued collaboration with Special Olympics Pilipinas ensure safe, accessible, and equal opportunities for all children.

These strengthened initiatives reflect MILO®’s long-term vision: to discover and nurture the next generation of Filipino sports champions while contributing to nation-building through physical activity.

Join the #MyMILOStory Village

Through #MyMILOStory, MILO® aims to gather 3 million stories nationwide, building a true “village of champions” where inspiration, perseverance, and achievement are celebrated across generations.

MILO® Philippines invites all Filipinos to share their stories on Facebook, Instagram, or TikTok. Whether it is a treasured childhood memory, a sports milestone, or a life lesson that shaped who you are today, every champion’s journey begins somewhere, and often, it starts with a story.

For more information and to stay updated on upcoming events and the full sports calendar, visit the official MILO® Philippines website at www.milo.com.ph.