Three-time Ironman World Champion Craig ‘Crowie’ Alexander is backing the recovery benefits of chocolate milk to help refuel and rebuild his body after rigorous workouts. The Ironman World Championship course record holder is revealing his post-workout secret in a new national BUILT WITH CHOCOLATE MILK campaign across the US.
While initial scientific studies supporting chocolate milk as a recovery drink were published within the last 10 years, Alexander was ahead of the curve, adopting the drink in the 1990s after learning about its post-workout benefits.
“A big part of my athletic success is built with chocolate milk,” said Alexander. “Success is not just about race day; it’s determined well before then.”
He continued, “As an endurance athlete it’s about consistent accumulation of work and the ability to absorb that work over a long period of time. To do that, you need to recover effectively, and that’s why I trust chocolate milk.”
The National Fluid Milk Processor Promotion Board, through the Milk Processor Education Program (MilkPEP), runs the BUILT WITH CHOCOLATE MILK Campaign, a multi-faceted US program designed to educate all athletes about the recovery benefits of low-fat chocolate milk after strenuous exercise.
The Team CHOCOLATE MILK athletes are spokespeople for the benefits of drinking low-fat chocolate milk after strenuous exercise. The Milk Processor Education Program (MilkPEP) is funded by the US nation’s milk processors, who are committed to increasing fluid milk consumption.
MilkPEP notes that chocolate milk is trusted by athletes and backed by science, with more than 20 studies – including athlete subjects from sports spanning running, cycling and soccer – support the advantages of drinking chocolate milk after strenuous exercise.
Craig Alexander is featured in three new ads in the BUILT WITH CHOCOLATE MILK Campaign. The ads – two print and one 30-second TV spot – feature the Ironman triathlete’s gruelling training routine.
The new ad copy reads…
The Distance. BUILT WITH CHOCOLATE MILK. Trusted by athletes, backed by science. Studies show what elite athletes like 3x Ironman World Champion Craig Alexander already know: Chocolate Milk has high-quality protein to build lean muscle and nutrients to refuel your body after a hard workout. Whatever you’re building, build it with Chocolate Milk.
His ads will debut in Runner’s World, Triathlete, and Bicycling Magazine on 8 April.
Alexander joins other elite athletes on Team CHOCOLATE MILK, including current Ironman World Champion Mirinda ‘Rinny’ Carfrae, six-time Ironman’ Champion Luke McKenzie, football MVP-turned triathlete Hines Ward, USA Hockey’s Zach Parise, and the athletes of Women’s Ski Jumping USA.
Craig Alexander isn’t only joining the BUILT WITH CHOCOLATE MILK Campaign as an athlete. This year, he will also step into a new role – coach. After the 2013 program saw gridiron great Hines Ward and three other everyday athletes cross the finish line at the Ironman World Championship in Kona-Kailua, Hawaii, the program will return in 2014, with a new team roster.
Alexander will join 2013 coach and Ironma World Championship winner, Paula Newby-Fraser in helping the new team – including ‘a world champion athlete who has made his name in an entirely different sport’ – train for the Ironman World Championship in October 2014.
The full team roster for 2014 will be announced on gotchocolatemilk.com in late-April.
