The energy at SM Megamall Fashion Hall was electric this last February 22nd as MILO® Philippines officially kicked off MILO® Active Pilipinas 2026. This isn’t just a campaign; it’s a nationwide call to action for Filipinos to “go from couch to court.”
This year’s launch carries a special weight as it marks the 50th anniversary of the iconic MILO® Marathon and introduces a heart-centered new movement: the #MyMILOStory campaign.

A New Champion Joins the Family: Alex Eala

The highlight of the launch was the unveiling of the newest MILO® TV commercial, featuring pole vaulting legend EJ Obiena alongside the newest member of the MILO® family, international tennis sensation Alex Eala.

For Alex, this is a true “full-circle” moment. Before she was making history in the Top 50 of the PIF WTA Rankings, she was a young athlete participating in the MILO® Sports Clinics and MILO® Little Olympics. Her journey from grassroots dreamer to global pro perfectly embodies the brand’s mission.

What is MILO® Active Pilipinas?

MILO® Active Pilipinas is a comprehensive sports development platform designed to make fitness accessible to every Filipino family. Supported by the Philippine Olympic Committee (POC), DepEd, and the Philippine Sports Commission (PSC), the 2026 program is more ambitious than ever.

The MILO® Active Pilipinas 2026 program is set to reach new heights by celebrating the 50th National MILO® Marathon with 50 races nationwide, energizing 800 barangays through the MILO® Barangay Liga, expanding its Sports Clinics to 42 disciplines across 1,200 venues, and partnering with 25,000 public schools for the MILO® Champ Camp to integrate sports into the daily lives of Filipino students.

Sharing the Legacy: The #MyMILOStory Campaign

We all have one. Whether it’s the memory of sneaking a spoonful of MILO® powder as a snack (a habit shared by PSC Commissioner Walter Francis Torres!) or the grit learned during a rainy morning at a sports clinic, these stories define the Filipino sporting spirit.

The #MyMILOStory campaign aims to collect 3 million personal stories from across the nation. It’s a celebration of how a simple breakfast drink becomes a lifelong companion in character-building, discipline, and success.

The “Village of Champions” is growing, and there’s a seat waiting for you. MILO® invites you to share your own journey on Facebook, Instagram, or TikTok using the hashtag #MyMILOStory.