MilkPEP and Gale Support Female Athletes with New York City Takeover
In a world where male athletes take centre stage, Milk is redirecting the spotlight to women with the launch of their 26.2 campaign. The powerful program is dedicated sponsoring this year's woman marathoners while supporting the next generation of runners in partnership with Girls on the Run, an organisation dedicated to empowering young girls through running.
Launching with a national open casting call through expansive digital out-of-home boards and wild postings across NYC’s most popular running routes, women runners can scan a QR code that directly links to Team Milk’s sign up. And for those that are mere spectators and supporters, Milk has taken over Times Square - turning the stagnant digital NASDAQ billboard into a 3D larger than life glass of milk. At the Marathon Expo - Team Milk runners will be able to syndicate themselves onto a NYC billboard via our on-site photo booth. But Milk’s pledge to sponsor women of all shapes, sizes, and stories extends well beyond ad specs.
Following extensive exploratory research, 26.2 offers female athletes the resources they want and need from expert advice, including a partnership with Peloton’s Olivia Amato and Selena Samuela, to essential running gear, educational resources, expo additions (including a lactation booth for new moms) and a network of support. 26.2 will deliver on-the-ground, immersive support for female runners through all aspects of their journey - culminating with a pledge to match every Team Milk member’s registration fee (up to $600K USD) in a donation towards Girls on the Run.
“Milk is proud to support female runners in this year’s marathon. When only 7% of the US $30 billion spent globally on sponsorships is directed towards sportswomen, it’s time for a change,” says MilkPEP CEO Yin Woon Rani. “Our 26.2 program aims to not only shine a light on these powerful female runners but to be a physical resource during every touch point of the marathon - the training, the expo, the race itself and beyond the finish line into recovery. Our goal is to make 26.2 more than an ad but an action - a promise to sponsor every woman running the marathon and to support the next generation of runners to come.”
“26.2 builds on our strategy of repositioning milk as a performance drink, based on the truth that milk has been fuelling athletes and helping people perform for centuries,” says Winston Binch, chief brand and experience officer, GALE. “Instead of sponsoring the NYC Marathon, we decided to sponsor every woman running with the goal of making their experience as memorable as possible.”
“At Girls on the Run, we are dedicated to proving the power of girls and giving them the opportunities that they deserve. 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 Girls on the Run. “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 deserve to be spotlighted and celebrated.”
Milk launched their 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 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.
