MILO® Philippines launched MILO® Active Pilipinas 2026 at SM Megamall last February 22, kicking off the 50th anniversary of the National MILO® Marathon with a new campaign and two high-profile ambassadors: pole vaulting champion EJ Obiena and tennis rising star Alex Eala.
The #MyMILOStory campaign centers on the personal connections Filipinos have built with the brand across generations — from childhood breakfasts to life-changing sports experiences. MILO® is aiming to collect three million stories shared on social media, building what it calls a “village of champions.”
Eala’s involvement carries particular weight. She first joined MILO® Sports Clinics and the MILO® Little Olympics as a young athlete, and is now the first Filipina to crack the Top 50 of the PIF WTA Rankings. “She understands that her own MILO® story can inspire others to grow from grassroots beginnings to greatness,” said Lawrence Lorico, MILO® Philippines Vice President of Marketing.
The numbers behind MILO®’s grassroots reach are substantial. In 2025 alone, the brand ran 25 marathon races with over 180,000 participants, partnered with more than 20,000 schools, opened 1,200 sports clinic venues across 42 disciplines, and brought three million children into sports through the MILO® Barangay Liga.
This year’s marathon anniversary expands that footprint further, with 50 races planned nationwide — 15 major marathon legs, 35 Champ Runs in partnership with DepEd, and 10 community runs. The brand also aims to grow school partnerships to 25,000 and reach approximately 800 barangays through the Barangay Liga.
Inclusivity initiatives include SAFE Swim with the Philippine Red Cross, the Walk, Run, and Roll program with the Philippine Sports Commission, and continued work with Special Olympics Pilipinas.
More at milo.com.ph.
