Milk is redirecting the spotlight to women with the launch of 26.2. An experiential campaign, 26.2 is committed to sponsoring this year's female marathoners while simultaneously supporting the next generation of female runners in partnership with Girls on the Run, an organization dedicated to empowering young girls through running.
26.2 is the numeric distance is the same distance for everyone no matter the gender.
Launching a national open casting call, Milk invites any woman running this year's marathon in New York to sign up for Team Milk, a calling to women of all shapes, sizes, and stories to be sponsored. In addition to providing these athletes with inspirational guidance from Peloton experts Olivia Amato and Selena Samuela, essential running gear, educational resources and a network of support, Milk will also match every Team Milk member’s registration fee (up to $600,000) in a pledge toward Girls on the Run.
Understanding that while the distance is the same, the road to the finish line is that much further for women, Milk is highlighting the journeys of these inspirational ladies who deign to push themselves despite a world of obstacles. From single moms to first time runners, Milk is redefining what it means to be a sponsored athlete, celebrating the power and perseverance of all females.
“Milk is honored to support female runners in this year’s marathon” says MilkPEP CEO Yin Woon Rani. “Milk has always been a performance beverage for all athletes, a nutritional resource for all genders, and MilkPEP is proud to have a long history of supporting and showcasing female athletes. The 26.2 program works to shine a light on incredible women who are proving to future generations that their dreams matter.”
“At Girls on the Run, we are dedicated to inspiring women and girls to realize their limitless potential. In a world where nearly 40% of USA athletes are female, but they receive only 2% to 4% of media coverage, it is time for change,” adds Liz Wian, vice president of Partnerships and Development at Girls on the Run International. “We are thrilled to be partnering with Milk on 26.2 to not only bring female athletes to the forefront but prove to future generations that female athletes are just as important. In addition to providing affordable, 13 essential nutrients that active girls need at a crucial growth period, Milk is providing opportunity and inspiration, which is priceless.”
Milk launched a website to female marathon runners, timed to the launch of out of home and digital call to action ads. From spotlighting the journeys of Team Milk marathoners to providing nutritional, mental and physical advice from first in class sports experts, to a massive cheer squad during the race, to recovery kits equipped with key finish line items, Milk is dedicated to sponsoring every woman at every touchpoint on their road to 26.2.