MILO Philippines has launched a new nationwide campaign aimed at highlighting the role of sports in shaping Filipino youth, while expanding its grassroots athletic programs across the country.

Unveiled on 22 February at SM Megamall, the “My MILO Story” campaign features pole vault champion EJ Obiena and tennis standout Alex Eala, underscoring the brand’s long-running association with youth sports development.

Company officials said the initiative seeks to spotlight personal stories of athletes and ordinary Filipinos whose early exposure to sports programs such as the MILO Sports Clinics and the National MILO Marathon influenced their development.

The campaign launch coincided with announcements of expanded sports activities this year, including intensified MILO Sports Clinics and additional race events under the National MILO Marathon banner.

As part of the marathon’s 50th anniversary, MILO will introduce “Champ Run,” an initiative in partnership with the Department of Education designed to encourage children to take up running in a structured and age-appropriate setting. A total of 35 Champ Runs will be held nationwide, alongside 15 scheduled marathon legs and 10 community runs, bringing the total number of races this year to 50.

Philippine Sports Commission Commissioner Walter Torres, who attended the launch, shared how early encouragement and daily habits helped shape his sporting journey. Philippine Olympic Committee representative Nikko Huelgas also recounted how joining the MILO Marathon influenced his shift toward triathlon

MILO officials said the expanded calendar reflects continued investment in grassroots sports development, particularly in communities outside major urban centers.