Nine years after the iconic ‘Puso to the Max’ campaign by Gilas Pilipinas and Max’s Group, the partnership makes a comeback just in time for the FIBA Basketball World Cup 2023.
The campaign was relaunched on Tuesday at Max’s Restaurant in Scout Tuazon, creating a celebration that felt like a family reunion.
“It feels like a reunion of sorts,” expressed Gilas team manager Butch Antonio.
“I recall this campaign from my high school days,” mentioned project head Paolo Salud, who also played baseball at DLSU. “What better way to celebrate the country’s hosting of the World Cup than by bringing back ‘Puso to the Max.'”
In 2014, Max’s and the Samahang Basketbol ng Pilipinas joined hands for the same campaign during the national team’s journey to the global showcase held in Spain that year.
This time, it’s the Philippines’ turn to host the World Cup from August 25 to September 10.
“Nine years ago, it feels like just yesterday. I think my hair was still black back then,” jestingly said Gilas head coach Chot Reyes, who was joined by Dwight Ramos, Kiefer Ravena, Justin Brownlee, AJ Edu, and Rhenz Abando.
“It’s quite reminiscent to think about how swiftly time flies. Back then, we collaborated for a partnership between Max’s Group and SBP, and that’s when the Puso to the Max campaign started. And now we’re back!” he continued.
“The tale of Gilas and Max’s is identical. It’s a narrative of genuine patriotism. We’re incredibly honored to partner with a truly Filipino brand. This brand is one we take immense pride in, which is Max’s. This is what we strive for as we prepare for the World Cup in 10 days. The challenges ahead might be tough, but the men behind me are undaunted. You’ll be extremely proud of their effort, given the hard work and sacrifices they’ve put in.”
Throughout the World Cup, Max’s Restaurant will serve dedicated set meals – the Mythical Five set meal (P2,199), the Gilas Pilipinas best plate (P499), and the Home Court bundle (P1,199).
Moreover, the Max’s Group has pledged to aid in renovating courts across the country and will also provide each member of Gilas with a year’s supply of chicken.
“This year, the key difference is that they will be here in the Philippines. This time, we have homecourt advantage. Filipinos have the opportunity to showcase not only our skills but also our indomitable spirit and, most importantly, our ‘puso to the max,'” stated Michael Dumaual, Max’s Marketing Director.”
