Click here to close now.


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

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 Join the conversation on Facebook/gotchocolatemilk and Twitter @gotchocomilk using #BecomeOne. Visit 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


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

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

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
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new data-driven world, marketplaces reign supreme while interoperability, APIs and applications deliver un...
The Internet of Things (IoT) is growing rapidly by extending current technologies, products and networks. By 2020, Cisco estimates there will be 50 billion connected devices. Gartner has forecast revenues of over $300 billion, just to IoT suppliers. Now is the time to figure out how you’ll make money – not just create innovative products. With hundreds of new products and companies jumping into the IoT fray every month, there’s no shortage of innovation. Despite this, McKinsey/VisionMobile data shows "less than 10 percent of IoT developers are making enough to support a reasonably sized team....
Today’s connected world is moving from devices towards things, what this means is that by using increasingly low cost sensors embedded in devices we can create many new use cases. These span across use cases in cities, vehicles, home, offices, factories, retail environments, worksites, health, logistics, and health. These use cases rely on ubiquitous connectivity and generate massive amounts of data at scale. These technologies enable new business opportunities, ways to optimize and automate, along with new ways to engage with users.
There are so many tools and techniques for data analytics that even for a data scientist the choices, possible systems, and even the types of data can be daunting. In his session at @ThingsExpo, Chris Harrold, Global CTO for Big Data Solutions for EMC Corporation, will show how to perform a simple, but meaningful analysis of social sentiment data using freely available tools that take only minutes to download and install. Participants will get the download information, scripts, and complete end-to-end walkthrough of the analysis from start to finish. Participants will also be given the pract...
The IoT market is on track to hit $7.1 trillion in 2020. The reality is that only a handful of companies are ready for this massive demand. There are a lot of barriers, paint points, traps, and hidden roadblocks. How can we deal with these issues and challenges? The paradigm has changed. Old-style ad-hoc trial-and-error ways will certainly lead you to the dead end. What is mandatory is an overarching and adaptive approach to effectively handle the rapid changes and exponential growth.
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of, and Fred Yatzeck, principal architect leading product development at, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at the same time reduce Time to Market (TTM) by using plug and play capabilities offered by a robust IoT ...
Mobile messaging has been a popular communication channel for more than 20 years. Finnish engineer Matti Makkonen invented the idea for SMS (Short Message Service) in 1984, making his vision a reality on December 3, 1992 by sending the first message ("Happy Christmas") from a PC to a cell phone. Since then, the technology has evolved immensely, from both a technology standpoint, and in our everyday uses for it. Originally used for person-to-person (P2P) communication, i.e., Sally sends a text message to Betty – mobile messaging now offers tremendous value to businesses for customer and empl...
Can call centers hang up the phones for good? Intuitive Solutions did. WebRTC enabled this contact center provider to eliminate antiquated telephony and desktop phone infrastructure with a pure web-based solution, allowing them to expand beyond brick-and-mortar confines to a home-based agent model. It also ensured scalability and better service for customers, including MUY! Companies, one of the country's largest franchise restaurant companies with 232 Pizza Hut locations. This is one example of WebRTC adoption today, but the potential is limitless when powered by IoT.
You have your devices and your data, but what about the rest of your Internet of Things story? Two popular classes of technologies that nicely handle the Big Data analytics for Internet of Things are Apache Hadoop and NoSQL. Hadoop is designed for parallelizing analytical work across many servers and is ideal for the massive data volumes you create with IoT devices. NoSQL databases such as Apache HBase are ideal for storing and retrieving IoT data as “time series data.”
Clearly the way forward is to move to cloud be it bare metal, VMs or containers. One aspect of the current public clouds that is slowing this cloud migration is cloud lock-in. Every cloud vendor is trying to make it very difficult to move out once a customer has chosen their cloud. In his session at 17th Cloud Expo, Naveen Nimmu, CEO of Clouber, Inc., will advocate that making the inter-cloud migration as simple as changing airlines would help the entire industry to quickly adopt the cloud without worrying about any lock-in fears. In fact by having standard APIs for IaaS would help PaaS expl...
SYS-CON Events announced today that ProfitBricks, the provider of painless cloud infrastructure, will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. ProfitBricks is the IaaS provider that offers a painless cloud experience for all IT users, with no learning curve. ProfitBricks boasts flexible cloud servers and networking, an integrated Data Center Designer tool for visual control over the cloud and the best price/performance value available. ProfitBricks was named one of the coolest Clo...
Organizations already struggle with the simple collection of data resulting from the proliferation of IoT, lacking the right infrastructure to manage it. They can't only rely on the cloud to collect and utilize this data because many applications still require dedicated infrastructure for security, redundancy, performance, etc. In his session at 17th Cloud Expo, Emil Sayegh, CEO of Codero Hosting, will discuss how in order to resolve the inherent issues, companies need to combine dedicated and cloud solutions through hybrid hosting – a sustainable solution for the data required to manage I...
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Valley. The program, to be aired during the peak viewership season of the year, will have a major impac...
Apps and devices shouldn't stop working when there's limited or no network connectivity. Learn how to bring data stored in a cloud database to the edge of the network (and back again) whenever an Internet connection is available. In his session at 17th Cloud Expo, Bradley Holt, Developer Advocate at IBM Cloud Data Services, will demonstrate techniques for replicating cloud databases with devices in order to build offline-first mobile or Internet of Things (IoT) apps that can provide a better, faster user experience, both offline and online. The focus of this talk will be on IBM Cloudant, Apa...
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, will look at different existing uses of peer-to-peer data sharing and how it can become useful in a live session to...
As a company adopts a DevOps approach to software development, what are key things that both the Dev and Ops side of the business must keep in mind to ensure effective continuous delivery? In his session at DevOps Summit, Mark Hydar, Head of DevOps, Ericsson TV Platforms, will share best practices and provide helpful tips for Ops teams to adopt an open line of communication with the development side of the house to ensure success between the two sides.
SYS-CON Events announced today that IBM Cloud Data Services has been named “Bronze Sponsor” of SYS-CON's 17th Cloud Expo, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. IBM Cloud Data Services offers a portfolio of integrated, best-of-breed cloud data services for developers focused on mobile computing and analytics use cases.
"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 interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
The broad selection of hardware, the rapid evolution of operating systems and the time-to-market for mobile apps has been so rapid that new challenges for developers and engineers arise every day. Security, testing, hosting, and other metrics have to be considered through the process. In his session at Big Data Expo, Walter Maguire, Chief Field Technologist, HP Big Data Group, at Hewlett-Packard, will discuss the challenges faced by developers and a composite Big Data applications builder, focusing on how to help solve the problems that developers are continuously battling.