MILO® Philippines officially launched its newest campaign, “My MILO® Story”, at SM Megamall, highlighting the personal connections Filipinos have with the brand. The campaign celebrates stories that go beyond a morning drink or sports practice, emphasizing experiences that shape character and build champions.

The campaign is headlined by pole vaulting champion EJ Obiena and rising international tennis star Alex Eala, who embodies the journey from grassroots sports programs to global recognition. Eala, the first Filipina to break into the Top 50 of the PIF WTA Rankings, reflects MILO®’s belief that sports programs can shape future champions not just in sports, but in life.

“MILO® has always been more than just the Filipino kids’ favorite breakfast drink—it’s 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’re celebrating the incredible diversity of experiences that connect us all through sports, nutrition, and the MILO® brand.”

The campaign launch also featured testimonials from notable Filipino athletes:

  • Commissioner Walter Torres shared how MILO® supported his early fencing journey.

  • Nikko Huelgas, Philippine Olympic Committee representative, recounted how participating in the MILO® Marathon inspired his transition from swimming to triathlon.

Expanding Sports Programs Nationwide

Coinciding with the campaign, MILO® Philippines announced the expansion of its grassroots sports initiatives, including:

  • MILO® Sports Clinics and the National MILO® Marathon, intensified to reach more communities.

  • Champ Run, a new initiative under the Marathon’s 50th anniversary, in partnership with the Department of Education, designed to inspire children to run safely while building discipline and teamwork. This year, 35 Champ Runs, 15 MILO® Marathon legs, and 10 community runs will bring the total to 50 races nationwide.

These programs reinforce MILO®’s mission to make sports and active lifestyles accessible to all Filipinos, nurture future champions, and contribute to nation-building through physical activity.

MILO® Philippines invites the public to share their own stories using the hashtag #MyMILOStory on social media, celebrating moments that shaped their journey, from childhood memories to sporting milestones.

About MILO® Philippines
For decades, MILO® has been committed to nurturing Filipino champions through sports development programs, community initiatives, and providing the energy and nutrients needed to fuel active lifestyles.