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CORRECTING and REPLACING Powerhouse of Partners Get Behind “Got Milk?®” Campaign to Raise Awareness of Refuel Benefits of Chocolate Milk | Business Wire | Usa Basketball

WASHINGTON–(BUSINESS WIRE)–Please replace the release dated March 12, 2012 with the following

corrected version. All references to Life Time Fitness should read Life

Time Run. The Life Time Fitness boilerplate has been removed.

The corrected release reads:



Lowfat Chocolate Milk Becomes the Official Refuel Beverage of Five

World-Class Athletic Organizations

The Milk Processor Education Program (MilkPEP), better known as the

National Milk Mustache “got milk?” campaign, is expanding 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.

As part of the new REFUEL | “got chocolate milk?™” Campaign, lowfat

chocolate milk will become the Official Refuel Beverage of the Rock ‘n’

Roll Marathon Series, Ironman®, USA Swimming, Life Time Run,

and the Challenged Athletes Foundation®. The lineup

compliments the Campaign’s existing relationship with USA Basketball and

will feature athlete spokespeople in advertising, in online training

videos and through event appearances. Grassroots events at endurance

races, swim meets, charity races and health clubs nationwide.

promotional opportunities. Digital and social media engagement.

“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's 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's 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.

The Official Refuel Beverage of the Rock ‘n’ Roll Marathon Series

REFUEL | “got chocolate milk?” has forged a three-year partnership with

the largest road-racing series in the nation, Competitor Group’s Rock

‘n’ Roll Marathon Series. As its Official Refuel Beverage, the REFUEL |

“got chocolate milk?” campaign will reach registered race participants

online with post-run recovery information throughout their training

journey. it'll have a major expo and finish line presence at all U.S.

races in the series where it'll educate athletes about the importance

of post-exercise recovery. it'll refuel athletes with lowfat

chocolate milk after each race.

Strategically, the partnership will enable the Campaign to reach

athletes who are relative newcomers to endurance sports so that post-run

recovery – including drinking lowfat chocolate milk – instinctively

becomes part of their training regimen as they continue to run or race,

even after they’ve completed their first marathon or half marathon.

The Rock ‘n’ Roll Marathon Series partnership compliments the REFUEL |

“got chocolate milk?” Campaign’s broader relationship with Competitor

Group Inc., which also includes being the presenting sponsor of the 2012

and 2013 Endurance LIVE awards galas, plus a significant media buy

across its endurance sports online properties and publications such as Competitor

Magazine, Triathlete, Inside Triathlon and Velo.

The Official Refuel Beverage of Ironman and Ironman 70.3®


Reaching “influencer” athletes at the pinnacle of endurance sport,

lowfat chocolate milk has become The Official Refuel Beverage of the

Ironman and Ironman 70.3 Series. As part of the two-year agreement, the

REFUEL | “got chocolate milk?” Campaign will engage athletes on-site at

select Ironman and Ironman 70.3 triathlon race expos and will help them

recover post-race with ice-cold lowfat chocolate milk in the “got

chocolate milk?” branded “REFUEL Zone.”

2010 Ironman World Champion Mirinda Carfrae and multiple Ironman winner

Chris Lieto will become spokespersons for the Campaign, giving an inside

look at how refueling with chocolate milk plays an important role in

their after-workout routines and appearing in advertising.

The Official Refuel Beverage of USA Swimming

A number of U.S. swimmers are expected to enter the history books in

London this summer, which is likely to add to the already massive appeal

of swimming events during the games. With all eyes on our home-grown

swimmers, the REFUEL | “got chocolate milk?” Campaign has partnered with

USA Swimming, the national governing body of competitive swimming in the

U.S., to highlight the important role that refueling with chocolate milk

plays as part of the after-workout rituals of a number of medal hopefuls.

Twelve-time swimming medalist Dara Torres will star in a new TV

commercial for the Campaign as well as in a series of webisodes that

will run on gotchocolatemilk.com

documenting her training, recovery and preparations for the summer. In

addition, five USA Swimming athletes, Nathan Adrian, Ricky Berens, Chloe

Sutton, Peter Vanderkaay and Amanda Weir will star in a national “got

chocolate milk?” print ad.

The partnership with USA Swimming also provides the REFUEL | “got

chocolate milk?” Campaign with local event activation opportunities at

USA Swimming meets throughout the year. Branded exposure in Splash

Magazine. Outreach to USA Swimming-affiliated coaches nationwide

to educate them about the recovery benefits of chocolate milk.

The Official Refuel Beverage of Life Time Run

With an emphasis on reaching appearance-focused active adults, the

REFUEL | “got chocolate milk?” Campaign has partnered with Life Time

Run, the official running club of Life Time Fitness. Through in-club

media, such as Life Time’s in-club broadcast network, LTV. Signage

strategically placed to intersect with members post-workout, it'll

reach up to 1.7 million members across 21 states and in 26 major markets

with information about the recovery benefits of lowfat chocolate milk.

In addition, an educational campaign will reach members directly via

in-club events. Outreach to its staff of personal trainers. By

reaching endurance athletes with post-run recovery advice as The

Official Refuel Beverage of the Life Time Fitness Run Club.

The Official Refuel Beverage of Challenged Athletes Foundation

The Challenged Athletes Foundation (CAF) provides opportunities and

support to people with physical disabilities so they can pursue active

lifestyles through physical fitness and competitive athletics. As the

Official Refuel Beverage of CAF, the REFUEL | “got chocolate milk?”

Campaign will support challenged athletes through fundraising efforts

tied to its “Team REFUEL” program as well as refueling athletes at CAF’s

signature events such as the annual San Diego Triathlon Challenge. It

also will help highlight CAF’s mission by featuring CAF athlete Sarah

Reinertsen, the first woman to finish the Ironman World Championships on

a prosthetic leg , as a Campaign spokesperson and recognize the

accomplishments of a challenged athlete through a national “got

chocolate milk?” print ad later in the year.

USA Basketball

The REFUEL | “got chocolate milk?” Campaign is entering its third year

of a partnership with USA Basketball, the national governing body for

basketball in the United States. Through the relationship, one of the

most recognized and talented members of the USA Basketball Men’s

National Team, Carmelo Anthony, will star in a TV commercial, a “got

chocolate milk?” print ad. Will showcase how lowfat chocolate milk

is a staple of his post-workout recovery routine through online videos.

Through a REFUEL | “got chocolate milk?” promotion on Facebook, the

Campaign also will offer consumers the chance to win tickets watch a USA

Basketball warm-up game this July.

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 athletes about the

recovery benefits of lowfat chocolate milk after strenuous exercise.

Lowfat chocolate milk is simple, effective and scientifically shown to

help refuel the body so athletes can perform at their best. It’s a

natural source of high-quality protein to build lean muscle. It's the

right mix of protein and carbs to refuel exhausted muscles. Plus fluids

and a natural source of electrolytes to rehydrate and help replenish

what’s lost in sweat. For more information, go to www.gotchocolatemilk.com.

About Ironman

The iconic Ironman® brand and event series is the largest

participation sports platform in the world. Since its inception in 1978,

athletes have proven that ANYTHING IS POSSIBLE® by

crossing finish lines at the world’s most challenging endurance races.

Recognized for excellence through distinguished events, world-class

athletes and quality products, World Triathlon Corporation (WTC), owner

and operator of Ironman, has grown from a single race to a global

sensation with more than 180 events across five unique brands: Ironman,

Ironman 70.3®, 5150 Triathlon Series, Iron

Girl® and IronKids®. With support from partners,

including Timex, PowerBar, K-Swiss and TYR, more than 200,000 athletes

compete each season in the Ironman and Ironman 70.3 Series. For more

information, visit www.ironman.com

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. 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 Challenged Athletes Foundation

The Challenged Athletes Foundation (CAF) is a world leader in helping

individuals with physical challenges get involved – and stay involved –

in sports. CAF believes that participation in sports at any level

increases self-esteem, encourages independence and enhances quality of

life. Since 1994, more than $30 million has been raised and almost 5,000

funding requests from challenged athletes in all 50 states and dozens of

countries have been satisfied. Whether it’s a $2,500 grant for a

handcycle, helping underwrite a carbon fiber running foot not covered by

insurance. Arranging enthusiastic encouragement from a mentor who's

triumphed over a similar challenge, CAF’s mission is clear: give those

with the desire to live active, athletic lifestyles every opportunity to

compete in the sports they love. To learn more, log on to www.challengedathletes.org

or call 858-866-0959.

About USA Basketball

Based in Colorado Springs, Colo., USA Basketball is a nonprofit

organization and the national governing body for men’s and women’s

basketball in the United States. As the recognized governing body for

basketball in the United States by the International Basketball

Federation (FIBA) and the United States Olympic Committee (USOC), USA

Basketball is responsible for the selection, training and fielding of

USA teams that compete in FIBA sponsored international basketball

competitions, as well as for some national competitions. Since 2008, USA

Basketball men’s and women’s teams have compiled a sterling 134-6

win-loss record in FIBA or FIBA Americas competitions. USA teams are the

current men’s and women’s champions of the Olympics and the FIBA World

Championships. FIBA women’s U19 world champions. The men’s and women’s

title holders for the FIBA U17 World Championships. The men’s and

women’s U18 and U16 FIBA Americas champions. USA Basketball currently

ranks No. 1 in all five of FIBA’s world ranking categories, including

combined, men’s, women’s, boys and girls. For further information about

USA Basketball, go to the official Web site of USA Basketball at www.usabasketball.com

and connect with us on facebook.com/usabasketball,

twitter.com/usabasketball and www.youtube.com/therealusabasketball.

About The Rock ‘n’ Roll Marathon Series

Organized by The Competitor Group, the Rock ‘n’ Roll Marathon Series is

famous for lining race routes with live bands and cheerleaders, massive

participant numbers and rocking post race concerts. The original Rock

‘n’. Roll Marathon in 1998 is still recognized as the largest inaugural

marathon in history with 19,979 entrants. Over the 14-year history of

the series, more than 75,000 charity runners have raised more than $266

million for a variety of worthy causes and nonprofit organizations.

Today, the series of marathons and half-marathons has spread to 28

cities worldwide. For more information, please visit Competitor.com

or follow us on Twitter @runrocknroll.

Photos/Multimedia Gallery Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50200253&lang=en

for MilkPEP
Kelly Magnus
Office: 312-988-2215
Cell: 262-844-7377
E-mail: kmagnus@webershandwick.com

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