The Dairy Alliance, a nonprofit funded by dairy farm families in the Southeast, is taking to the courts with collegiate basketball superstars.

The Spring Hand-Off of Milk’s Got Game features basketball players Zamareya “Zam” Jones of North Carolina State, Jaxson Robinson of the University of Kentucky, and Zakai Zeigler (pictured) of the University of Tennessee. The campaign also spotlights Cory Robbins, a dairy farm manager from Siler City, N. C., and Chris Huffman, a dairy farmer from Center, Ky.

Through the social media campaign, these athletes will “hand off” to one another by highlighting and educating why dairy milk is a key part of sports nutrition. Packed with natural electrolytes, carbohydrates, and high-quality protein, they’ll spotlight how dairy milk powers their performance and encourage their fans to fuel up in the same way.

“North Carolina has a long history of producing great basketball talent and great local dairy products, and we are excited the latest student-athlete and milk partnership with Zam Jones celebrates both,” said Steve Troxler, North Carolina Commissioner of Agriculture. “We are proud to join with the Dairy Alliance to support North Carolina’s dairy industry and women’s basketball. Go Pack!”

“We are delighted to partner with these talented college athletes to expand the Milk’s Got Game campaign across the Southeast and connect with an even broader student sports community,” said Geri Berdak, CEO of The Dairy Alliance. “This campaign provides a unique opportunity to engage with the Gen Z audience through these influential athletes, educating them on the powerful nutritional benefits of dairy milk. Our goal is to empower people of all ages to make more informed nutrition choices while sharing the mission and values of The Dairy Alliance.”