Kia Philippines has renewed its support for pole vault star EJ Obiena. The partnership covers mobility support for his training and travel ahead of the 2025 SEA Games.
EJ Obiena has spent years living out of a suitcase. Training blocks. Competitions. Quick visits home. Then back to Europe again.
It is the kind of schedule that does not leave much room for extra hassle, and it is also the part people rarely talk about when they watch an athlete fly over a bar.
Kia Philippines says it wants to help remove some of that friction.
In a statement dated 15 December 2025, Kia Philippines, which operates under ACMobility, said it has strengthened its support for Obiena by providing dedicated mobility when he is in the Philippines and abroad.
The company tied the move to Kia’s global slogan, “Movement That Inspires,” while also placing it under Ayala’s wider sports push through Atletang Ayala.
Jay Lopez, managing director of Kia Philippines, said the partnership is linked to the discipline behind Obiena’s rise and the brand’s own direction. He said the goal is to support Filipino excellence on the road and in sport.
Obiena recently returned to Manila for the Atletang Ayala World Pole Vault Challenge, where Kia served as the official mobility partner. Kia said Obiena used a Kia vehicle during his stay, and a Kia Sorento Turbo Hybrid served as his personal vehicle for other local engagements.
Kia said the arrangement helps Obiena focus on training and competitions, with the 2025 SEA Games included in his calendar.
Obiena, for his part, framed it as a full-circle moment.
“I’ve mostly driven Kias my whole life, from my first car to the Sorento I used while I was in the Philippines,” he said. “It’s kind of poetic that the brand I started with is now a partner in my journey. Kia has always been purposeful, capable, and stylish, just like how I approach my sport.”
Kia’s message was not limited to a single athlete. The company said its work with Obiena fits into a broader effort under the Ayala Group to support national sports development.
Through Ayala Foundation’s Atletang Ayala program, the group provides national athletes with full-salaried employment, flexible work arrangements, and access to training and medical facilities.
National shooting athlete Amparo Acuña, an Atletang Ayala member who is also set to compete in the 2025 SEA Games, shared a practical side of the discussion. She talked about the realities of moving equipment, getting to training on time, and making travel less complicated.
“I’ve always appreciated how reliable and spacious Kia vehicles are, especially when I’m carrying my gear,” Acuña said. “I used to drive an older Kia, and it was perfect for my needs. It made every trip to training and competitions so much easier. It’s inspiring to see Ayala supporting athletes like us while continuing to champion the spirit of purpose and performance.”
Kia said it plans to highlight Atletang Ayala athletes during the 2025 SEA Games through a series of short-form videos that focus on their journeys.
Athletes already deal with enough pressure. The partnership, Lopez said, is meant to support them in a real, day-to-day way, while backing the larger idea of Filipino excellence beyond the competition floor.