“EJ’s story mirrors Kia’s own evolution, driven by discipline, innovation, and an unwavering pursuit of excellence,” said Jay Lopez, Managing Director of Kia Philippines. “He’s a living embodiment of movement that inspires, and we’re proud to help him reach even greater heights.”

During his recent visit to Manila for the Atletang Ayala World Pole Vault Challenge, where Kia served as the official mobility partner, Obiena was transported in a Kia vehicle throughout his stay. A Kia Sorento Turbo Hybrid also served as his personal vehicle for other engagements across the Philippines, underscoring Kia’s commitment to delivering comfort, reliability, and performance for Filipino excellence.

In Italy, where Obiena maintains his residence and training base, Kia has extended its support through its global network by providing him with a dedicated vehicle for his daily mobility needs. This ensures consistent comfort and reliability, allowing Obiena to focus fully on his training and international competitions, including his participation in the 2025 SEA Games.

“I’ve mostly driven Kias my whole life, from my first car to the Sorento I used while I was in the Philippines,” said EJ Obiena. “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 support for Obiena reinforces the brand’s commitment to Filipino athletic excellence and Ayala Group’s support for national sports development. The Group remains steadfast in championing athletic development through initiatives that strengthen preparation, build capabilities, and support long-term growth.

Through Ayala Foundation’s Atletang Ayala, Ayala provides national athletes with full-salaried employment, flexible work arrangements, and access to world-class training and medical facilities, empowering them to excel both in sport and in their professional careers.

National shooting athlete and Atletang Ayala member Amparo Acuña, who is also participating in the 2025 SEA Games, shared how Kia and Ayala’s programs have shaped her journey, “I’ve always appreciated how reliable and spacious Kia vehicles are, especially when I'm carrying my gear,” shared Acuña, national shooting athlete and member of Atletang Ayala. “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.”

This SEA Games 2025, Kia is committed to supporting and celebrating Atletang Ayala athletes joining the international multi-sport event by featuring their journey in a series of short-form videos to inspire greatness.

Through ACMobility, Kia Philippines, and Ayala Foundation, the Ayala Group continues to advance its shared vision of movement with meaning, supporting Filipino excellence on and off the field.

“This partnership goes beyond providing vehicles,” Lopez said. “It’s about supporting Filipino excellence in all forms, on the road, in sport, and in life. We want Kia to be a brand that moves people to achieve more and reach higher.”