Alex Eala serves up hope with NutriAsia's Locally in youth-focused campaign

Philippine tennis star Alex Eala (pictured, left) has partnered with Locally, the fruit juice brand under NutriAsia, for a new campaign aimed at uplifting Filipino youth. The initiative, "Fuel your ace with Locally," combines Eala's rising global profile with a message of optimism, perseverance, and national pride.

At just 20, Eala has already become a beacon of achievement. From reaching the semifinals of the 2025 Miami Open and the finals of the Eastbourne Open to breaking into the WTA Top 100 - ranking 56th as of June - her ascent has sparked pride across the Philippines. But beyond her accolades, it's her grounded discipline and Filipino spirit that make her an ideal face for Locally.

Launched in 2015, Locally Blended Juice Drink is known for using native fruits such as tamarind, calamansi, and dalandan, sourced from local farmers. Its brand identity is built around vibrant Filipino flavours and the energy of the country's younger generation - attributes that Eala exemplifies both on and off the court.

Don't miss: Alex Eala's Wimbledon debut comes with Nike's sampaguita tribute

"We at NutriAsia are proud to embark on this meaningful partnership," NutriAsia president and COO Angie Flaminiano (pictured, right) said in a statement. "We sincerely thank Alex for aligning with our vision and for bringing her inspiring story to Locally, a brand that champions Filipino excellence and celebrates the strength and potential of our youth."

Eala echoed that sentiment. "I feel incredibly honoured to be partnering with Locally, a brand that proudly represents Filipino roots and values," she said. "Through this collaboration, I have the opportunity to extend my passion beyond the court and connect with the Filipino youth. I hope our partnership inspires them to stay focused, persevere through challenges, and keep chasing their dreams with resilience and heart."

The campaign -  which will officially launch in the coming weeks - comes after Eala made her Wimbledon debut on 1 July 2025, when Nike presented her with a bespoke white hair tie featuring a single sampaguita, the national flower of the Philippines.

Packaged with a handwritten note that read, "Every dream begins as a seed," the accessory transcended mere style to become a marketing moment infused with meaning. Within marketing circles, the sampaguita gesture has been hailed as a powerful example of cultural specificity that feels sincere rather than opportunistic. 

This instance also sparked broader questions about inclusion and representation in global sports marketing. As more brands seek authentic narratives, the spotlight on Asian faces in sport - from Eala to Naomi Osaka to Zhou Guanyu - continues to expand, pushing the industry to move beyond tokenism and toward meaningful cultural storytelling.

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