Symbian Authors: Jack Newton, Kevin Benedict, Matthew Lobas, Shelly Palmer, RealWire News Distribution

News Feed Item

Football Legend Hines Ward Showcases His "After" In New "got chocolate milk?" Ad Campaign And Reality Web Series

National Print Ad, TV Spot and Documentary Series Spotlight Ward's Journey from Grid Iron to IRONMAN® Triathlon

LOS ANGELES, Feb. 22, 2013 /PRNewswire/ -- For Hines Ward and REFUEL | got chocolate milk?, the road to the 2013 IRONMAN ® World Championship triathlon has officially begun. On Feb. 23, the former pro football superstar joined some of the biggest names in endurance sports at L.A.'s Club Nokia for the 21st Annual Endurance LIVE awards gala presented by REFUEL | got chocolate milk?. Ward unveiled his new REFUEL | got chocolate milk? "my After" national advertising campaign as well as an online documentary series that will follow his training and recovery journey toward conquering the IRONMAN® World Championship in Kailua-Kona, Hawai'i on October 12, 2013. Ward also introduced three everyday athletes chosen to join him on this epic life-changing journey.

"Playing football was tough but training for a 140.6-mile swim, bike and run is probably the biggest challenge of my life," said Ward, a 14-year pro football veteran and championship game MVP. "I've got a long road – and a lot of workouts to go through, but I want to prove that by training hard and refueling smarter with chocolate milk, I will become an IRONMAN triathlon finisher."

A Training and Recovery Journey to 'BECOME ONE'

In partnership with REFUEL | got chocolate milk?, Ward will undertake a training and recovery regimen with elite professional coaches and sports dietitians that will prepare him for the grueling race. His transformation from a grid iron athlete to IRONMAN triathlete will be captured in the new online documentary series "BECOME ONE," which debuts this week on www.gotchocolatemilk.com.

In "BECOME ONE," cameras will follow Ward and his fellow IRONMAN triathlon apprentices for seven months as they prepare for the biggest athletic challenges of their lives: a back-to-back 2.4-mile open water swim, 112-mile bike race, and full 26.2-mile marathon. The reality-style webisodes will document the highs and lows of their grueling training, spotlight the importance of their after-exercise routines and role that lowfat chocolate milk plays in helping their bodies recover after hard workouts; and inspire all athletes to break out of their comfort zone and prove that anything is possible.

Introducing Team "BECOME ONE"

Last fall, REFUEL | got chocolate milk? launched a nationwide search to find two "everyday athletes" to join Ward on this unforgettable training and recovery journey to "BECOME ONE." In addition, through its partnership with the Challenged Athletes Foundation® (CAF), REFUEL | got chocolate milk? also selected a challenged athlete to join the team to inspire others – disabled or able-bodied – to overcome adversities. The team includes:

  • Captain Eric McElvenny, USMC, 29, San Diego, CA – In December 2011, while serving in Afghanistan on his third deployment with the United States Marine Corps, McElvenny suffered the loss of his right leg below the knee in an IED explosion. With the support of CAF and their Operation Rebound program, he has used sports to help him recover and has since raced in two sprint distance triathlons using a prosthetic leg.
  • Chrisann Dalton, 39, Bedford, NH – Stay-at-home mom Dalton wants to prove to her kids that "If you want something in life, you go after it. You become your dream by wanting it more than anything that might get in your way." She has participated in sprint triathlons but never attempted anything on the scale of an IRONMAN triathlon.
  • Joshua Kalb, 24, Denver COA first-year medical student at Rocky Vista University, CO and a triathlon newcomer, Kalb wants to show his classmates and future patients that "Being healthy is a decision and that everyone can live a healthy lifestyle."

Ward and his fellow IRONMAN triathlon apprentices will be coached by eight-time IRONMAN World Championship winner Paula Newby-Fraser, plus a host of elite athletes and sports dietitians. Together they'll learn about the importance of post-exercise recovery and that what they do after strenuous exercise, such as refueling with chocolate milk – the Official Refuel Beverage of IRONMAN – can make a dramatic difference in how they feel and perform during their next workout. A growing body of published research suggests the nutrient profile of chocolate milk can help athletes recover after hard workouts so they can perform at their best during the next bout of exercise. For Ward and his fellow athletes, training and recovering effectively every day could mean the difference between crossing the finish line in Kona or "bonking out" somewhere along the 140.6-mile course.

"There's a reason that athletes of all types are turning to chocolate milk as an integral part of their post-workout nutrition," said Miranda Abney, Marketing Director of the Milk Processor Education Program, the group behind the 'got chocolate milk?' campaign. "To perform at your best, it's essential to take the time to refuel, recharge and get your body ready for the next challenge. Chocolate milk is an easy, effective and delicious way to do just that.  Hines and the Become One Team know chocolate milk will help them make every workout count as they work toward the starting line in Kona."

Hines Ward Unveils 'my After' Ad Campaign

At the Endurance LIVE awards gala, Ward provided a glimpse into his role in the popular "my After" campaign from REFUEL | got chocolate milk? The new advertising – which includes a 30-second television commercial and print advertisement – highlights chocolate milk as a cornerstone of Ward's after-workout routine as he trains for the IRONMAN World Championship. The ads are underscored with the tagline, "my After." 

Ward is the latest elite athlete to join the "my After" campaign, which debuted in 2012. To date, the campaign has featured a podium-topping team of athletes such as USA Basketball star Carmelo Anthony; five members of the 2012 USA Swimming Team; 2010 IRONMAN World Champion Mirinda Carfrae; three-time IRONMAN Champion Chris Lieto; and CAF challenged athlete Sarah Reinertsen, the first female leg amputee to finish the IRONMAN World Champion. The campaign has struck a chord with athletes by showcasing the personal post-exercise routines of elite competitors – and how their 'after' can make a dramatic difference in how they feel or perform in the next challenge.

The Science of Chocolate Milk

More and more elite athletes and coaches are recognizing the benefits of refueling with lowfat chocolate milk. Sports dietitian Leslie Bonci, reunited with Hines Ward for the "BECOME ONE" program after working with him and his former Pittsburgh teammates for years, makes chocolate milk a staple on her athletes' training menus. "Too many athletes overlook after-exercise recovery, which means they probably won't get the most out of their next workout," said Bonci. "Elite athletes have been refueling with chocolate milk for years because of its unique nutrient profile, plus it's so simple and it tastes great!" Chocolate milk has the right carb-to-protein ratio scientifically shown to help the body recover, high-quality protein to help repair muscles and fluids and electrolytes to replenish what's lost in sweat.

Follow Hines Ward's journey to "BECOME ONE," learn about the science behind the recovery benefits of chocolate milk, and check out exclusive training tips and videos at gotchocolatemilk.com. Join the conversation on Facebook/gotchocolatemilk and Twitter @gotchocomilk using #BecomeOne. Visit ironman.com to learn more about IRONMAN and the IRONMAN World Championship.

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 has 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.


The iconic IRONMAN® Series of events is the largest participation sports platform in the world.  Since the inception of the IRONMAN® brand 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 (d/b/a IRONMAN), owner and operator of the IRONMAN® Series, has grown from owner of a single race to a global sensation with more than 190 events across five unique brands: IRONMAN®, IRONMAN 70.3®, 5150™ Triathlon Series, Iron Girl® and IronKids®. For more information, visit www.ironman.com.

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 $40 million has been raised and almost 7,000 funding requests from challenged athletes in all 50 states and dozens of countries have been satisfied. Additionally, CAF's outreach efforts reach another 60,000 individuals each year. Whether it's a $2,500 grant for a handcycle, helping underwrite a carbon fiber running foot not covered by insurance, or arranging enthusiastic encouragement from a mentor who has 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.  For more information, visit www.challengedathletes.org

SOURCE got chocolate milk?

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
In past @ThingsExpo presentations, Joseph di Paolantonio has explored how various Internet of Things (IoT) and data management and analytics (DMA) solution spaces will come together as sensor analytics ecosystems. This year, in his session at @ThingsExpo, Joseph di Paolantonio from DataArchon, will be adding the numerous Transportation areas, from autonomous vehicles to “Uber for containers.” While IoT data in any one area of Transportation will have a huge impact in that area, combining sensor...
SYS-CON Events announced today that Coalfire will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Coalfire is the trusted leader in cybersecurity risk management and compliance services. Coalfire integrates advisory and technical assessments and recommendations to the corporate directors, executives, boards, and IT organizations for global brands and organizations in the technology, cloud, health...
November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Penta Security is a leading vendor for data security solutions, including its encryption solution, D’Amo. By using FPE technology, D’Amo allows for the implementation of encryption technology to sensitive data fields without modification to schema in the database environment. With businesses having their data become increasingly more complicated in their mission-critical applications (such as ERP, CRM, HRM), continued ...
SYS-CON Events announced today that Cloudbric, a leading website security provider, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Cloudbric is an elite full service website protection solution specifically designed for IT novices, entrepreneurs, and small and medium businesses. First launched in 2015, Cloudbric is based on the enterprise level Web Application Firewall by Penta Security Sys...
WebRTC sits at the intersection between VoIP and the Web. As such, it poses some interesting challenges for those developing services on top of it, but also for those who need to test and monitor these services. In his session at WebRTC Summit, Tsahi Levent-Levi, co-founder of testRTC, reviewed the various challenges posed by WebRTC when it comes to testing and monitoring and on ways to overcome them.
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
In his general session at 18th Cloud Expo, Lee Atchison, Principal Cloud Architect and Advocate at New Relic, discussed cloud as a ‘better data center’ and how it adds new capacity (faster) and improves application availability (redundancy). The cloud is a ‘Dynamic Tool for Dynamic Apps’ and resource allocation is an integral part of your application architecture, so use only the resources you need and allocate /de-allocate resources on the fly.
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
SYS-CON Events announced today that SoftNet Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. SoftNet Solutions specializes in Enterprise Solutions for Hadoop and Big Data. It offers customers the most open, robust, and value-conscious portfolio of solutions, services, and tools for the shortest route to success with Big Data. The unique differentiator is the ability to architect and ...
SYS-CON Events announced today that Embotics, the cloud automation company, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Embotics is the cloud automation company for IT organizations and service providers that need to improve provisioning or enable self-service capabilities. With a relentless focus on delivering a premier user experience and unmatched customer support, Embotics is the fas...
SYS-CON Events announced today that MathFreeOn will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MathFreeOn is Software as a Service (SaaS) used in Engineering and Math education. Write scripts and solve math problems online. MathFreeOn provides online courses for beginners or amateurs who have difficulties in writing scripts. In accordance with various mathematical topics, there are more tha...
SYS-CON Events announced today that Niagara Networks will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, will discuss how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team a...
Virgil consists of an open-source encryption library, which implements Cryptographic Message Syntax (CMS) and Elliptic Curve Integrated Encryption Scheme (ECIES) (including RSA schema), a Key Management API, and a cloud-based Key Management Service (Virgil Keys). The Virgil Keys Service consists of a public key service and a private key escrow service. 

OnProcess Technology has announced it will be a featured speaker at @ThingsExpo, taking place November 1 - 3, 2016, in Santa Clara, California. Dan Gettens, OnProcess’ Chief Analytics Officer, will discuss how Internet of Things (IoT) data can be leveraged to predict product failures, improve uptime and slash costly inventory stock. @ThingsExpo is an annual gathering of IoT and cloud developers, practitioners and thought-leaders who exchange ideas and insights on topics ranging from Big Data in...
@ThingsExpo has been named the Top 5 Most Influential Internet of Things Brand by Onalytica in the ‘The Internet of Things Landscape 2015: Top 100 Individuals and Brands.' Onalytica analyzed Twitter conversations around the #IoT debate to uncover the most influential brands and individuals driving the conversation. Onalytica captured data from 56,224 users. The PageRank based methodology they use to extract influencers on a particular topic (tweets mentioning #InternetofThings or #IoT in this ...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at Cloud Expo, Ed Featherston, a director and senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
In an era of historic innovation fueled by unprecedented access to data and technology, the low cost and risk of entering new markets has leveled the playing field for business. Today, any ambitious innovator can easily introduce a new application or product that can reinvent business models and transform the client experience. In their Day 2 Keynote at 19th Cloud Expo, Mercer Rowe, IBM Vice President of Strategic Alliances, and Raejeanne Skillern, Intel Vice President of Data Center Group and ...
I'm a lonely sensor. I spend all day telling the world how I'm feeling, but none of the other sensors seem to care. I want to be connected. I want to build relationships with other sensors to be more useful for my human. I want my human to understand that when my friends next door are too hot for a while, I'll soon be flaming. And when all my friends go outside without me, I may be left behind. Don't just log my data; use the relationship graph. In his session at @ThingsExpo, Ryan Boyd, Engi...