Times

USA Swimming Partners with “Got Milk?”

3/12/2012

Got Milk Ad LargeCOLORADO SPRINGS, Colo. – USA Swimming today announced a new partnership with The Milk Processor Education Program (MilkPEP), better known as the National Milk Mustache “got milk?” campaign. As part of the new REFUEL | “got chocolate milk?™” Campaign, lowfat chocolate milk will become the Official Refuel Beverage of USA Swimming.

The partnership will highlight the important role that refueling with lowfat chocolate milk plays as part of the after-workout ritual of competitive swimmers. In addition, USA Swimming will provide the REFUEL | “got chocolate milk?” Campaign with local event activation opportunities at USA Swimming meets throughout the year and branded exposure in Splash Magazine. A joint scientific research study will accompany the campaign and is slated for release in 2013. The study will expand upon the existing research on the impact and benefits of refueling with lowfat chocolate milk after strenuous exercise.

Olympic swimmers, including 12-time medalist Dara Torres, gold medalists Nathan Adrian, Ricky Berens and Peter Vanderkaay, silver medalist Amanda Weir, and Chloe Sutton, will be highlighted in the REFUEL campaign. Torres will star in a TV commercial and a series of webisodes that will run on gotchocolatemilk.com documenting her training, recovery and preparations for this summer, while Berens, Vanderkaay, Sutton and Weir will star in a national “got chocolate milk?” print ad.

“The power of the ‘got milk?’ brand, as well as the authenticity of these Olympic and National Team athletes using chocolate milk in their training, makes this is a great partnership for USA Swimming,” said Matt Farrell, Chief Marketing Officer of USA Swimming. “The research study also enables ‘got milk?’ and USA Swimming to support top-level athletes with scientific data on recovery from strenuous training.”

In addition to its partnership with USA Swimming and as a part of the new REFUEL | “got chocolate milk?™” Campaign, lowfat chocolate milk will also become the Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series, Ironman®, Life Time Fitness®, and the Challenged Athletes Foundation®. The new partnerships expand the lineup of national partners lending support to its athlete-targeted education program aimed at highlighting the benefits of refueling with lowfat chocolate milk after strenuous exercise.

“So many elite athletes already recognize the benefits of refueling with chocolate milk so it’s exciting to see some of the world’s biggest and most respected sporting organizations also getting behind the message,” said Miranda Abney, Senior Marketing Manager of MilkPEP. “It’s important that athletes know what they do after a strenuous workout, like refueling with lowfat chocolate milk, can help them perform at their best during the next bout of exercise.”

A growing body of published research supports chocolate milk’s recovery benefits after strenuous exercise. The nutrient profile of chocolate milk is what makes it so effective as a post-exercise recovery beverage. It is a natural source of high-quality protein to build lean muscle; it has the right mix of protein and carbs, scientifically shown to refuel and rebuild exhausted muscles; it has fluids and a natural source of electrolytes to rehydrate and help replenish critical nutrients lost in sweat. Some research even suggests milk may help athletes restore and maintain hydration better than water or certain sports drinks.

USA Swimmers in the REFUEL Campaign 

Nathan Adrian (Bremerton, Wash.) – Adrian is a 2008 Olympic gold medalist and five-time NCAA Champion. He is one of the top U.S. sprinters and earned two gold medals at the 2011 FINA World Championships. Adrian will graduate from Cal-Berkeley in May with a degree in public health.

Ricky Berens (Charlotte, N.C.) – Berens is a 2008 Olympic gold medalist and a world-record holder in the 4x200m free relay. A graduate of the University of Texas at Austin, Berens helped his team win the NCAA Championships in 2010. Berens was a member of the gold medal winning 4X200m freestyle relay team that set a world record at the 2011 World Championships.

Chloe Sutton (Mission Viejo, Calif.) – Sutton competed in the inaugural 10K open water swim at the 2008 Olympic in Beijing. The distance-swimmer is one of the brightest young stars on the USA Swimming National Team.

Dara Torres (Parkland, Fla.) – Torres is a five-time Olympian who owns 12 career Olympic medals. She became the oldest swimmer to compete in the Olympics at the 2008 Games in Beijing.

Peter Vanderkaay (Rochester, Mich.) – Vanderkaay is a two-time Olympian who owns three Olympic medals (2 gold, 1 bronze). He is a five-time NCAA Champion and a seven-year member of the USA Swimming National Team.

Amanda Weir (Lawrenceville, Ga.) – Weir earned two silver medals at the 2004 Olympic Games. The sprinter also took home a gold medal as part of the 400m medley relay at the 2011 FINA World Championships.

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About USA Swimming
As the National Governing Body for the sport of swimming in the United States, USA Swimming is a 300,000-member service organization that promotes the culture of swimming by creating opportunities for swimmers and coaches of all backgrounds to participate and advance in the sport through clubs, events and education. Our membership is comprised of swimmers from the age group level to the Olympic Team, as well as coaches and volunteers. USA Swimming is responsible for selecting and training teams for international competition including the Olympic Games, and strives to serve the sport through its core objectives: Build the base, Promote the sport, Achieve competitive success. For more information, visit www.usaswimming.org. 

About the REFUEL | “got chocolate milk?™” Campaign
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation's milk processors, who are committed to increasing fluid milk consumption. The National Fluid Milk Processor Promotion Board, through MilkPEP, runs the REFUEL | “got chocolate milk?™” Campaign, a multi-faceted program designed to educate


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