MUSCLE MILK LAUNCHES “THE LIFTING PROJECT”, ITS FIRST CAUSE BASED INITIATIVE WITH NEW PARTNER CANDACE PARKER

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muscle milk and Candice Parker are looking for a future strength coach to join them in bringing strength and fitness resources to underserved communities

CHICAGO, May 2, 2022 /PRNewswire/ — Strength and conditioning training can be out of reach for many individuals and families, as finding the time and resources to participate in physical activity is often a financial barrier. The lowest income households in the United States have inactivity rates more than double the rate of earning households $75,000 a year or more.I Today, Muscle Milk is proud to announce its first cause-based initiative, The Lifting Project to help make fitness more accessible to people in underserved communities.

Through the Lifting Project, Muscle Milk invites individuals to enter the contest for a chance to become a future certified strength trainer. All prospective strength trainers can enter the contest by submitting a video outlining why they think they would make a great Muscle Milk strength trainer, and how being part of the lifting project would benefit their community. Details on how to enter can be found by clicking on the Official Rules link.

With the launch of The Lifting Project, Muscle Milk is also announcing the next iteration of its “Own Your Strength” consumer engagement campaign which highlights the challenges, new routines, commitments and responsibilities that come with the passage of time, but also the opportunities to improve, grow stronger, demonstrate resilience and lead with strength every day. The campaign will feature an ongoing partnership with star quarterback, Tua Tagovailoa and will also spotlight Muscle Milk’s new partner, the basketball legend Candice Parker. The 360 ​​campaign will be supported by paid, digital and broadcast social networks. See here to see the latest spots.

“With the next iteration of our ‘Own Your Strength’ campaign, we are recognizing that strength is not just what we lift in the gym, but rather how we lift those around us,” said Anuj Bhasin, vice president of protein and fitness brands at PepsiCo. “That’s why we’re thrilled to partner with Candice Parker to launch the Lifting Project initiative. The impact of this program will not only improve the life of an aspiring trainer; it will also impact their community by making strength and fitness opportunities more accessible.”

“I’m thrilled to be part of the Muscle Milk campaign and The Lifting Project to share my passion and dedication to fitness,” said Candice Parker, basketball legend and Muscle Milk athlete. “I’ve seen firsthand the positive impact fitness can have on a person and I’m proud to be part of an initiative that is helping close the access gap.”

For more information about the Lifting Project and how to apply, follow us on Instagram, Facebook and Twitter or visit www.musclemilkliftingproject.com.

About Muscle Milk
Muscle Milk offers a wide range of shakes, powders and supplements to deliver tasty and convenient performance solutions to help build bodies, improve daily performance and unlock potential. Muscle Milk knows the importance of physical and mental strength and is committed to helping all strength and fitness enthusiasts achieve their goals. Muscle Milk is a trusted partner with college athletic programs, world-class professional athletes, and elite training facilities. For more information, visit www.musclemilk.com.

About PepsiCo
PepsiCo products are enjoyed by consumers more than a billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $79 billion of net sales in 2021, driven by a complementary beverage and convenience food portfolio that includes Lay’s, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker and SodaStream. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Leading PepsiCo is our vision to be the global leader in convenient food and beverage by winning with PepsiCo Positive (pep+). pep+ is our end-to-end strategic transformation that puts sustainability at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for the planet and people. For more information, visit www.pepsico.com.

IAthleticBusiness: https://www.athleticbusiness.com/operations/programming/article/15154285/addressing-inactivity-among-low-income-communities

SOURCEPepsiCo

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