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The NBA Teams up With Body By Milk to Challenge Teenagers to ‘Get Fit By Finals’

February 12, 2009

WASHINGTON, Feb. 12 /PRNewswire/ — NBA All-Star Chris Paul and WNBA
All-Star Diana Taurasi, are teaming up to help get teenagers into the fitness
game through a new national campaign called Get Fit By Finals. The program,
which launched today at an event at NBA All-Star 2009 in Phoenix, Ariz., is
part of a new partnership between the “got milk?” Body By Milk(R) Campaign and
NBA FIT, the NBA’s comprehensive health and wellness initiative that promotes
healthy lifestyles for children, teens and adults through fitness and
nutrition.

(Photo: http://www.newscom.com/cgi-bin/prnh/20090212/AQTH003)

Adolescent obesity has tripled over the last two decades, so “it’s never
been more important for teenagers to make better food and physical activity
choices,” according to certified sports dietitian Tara Gidus, RD, a nutrition
consultant to the Orlando Magic NBA team. That’s why Get Fit By Finals will
call on teens of all activity levels to take simple steps to help improve
physical fitness and nutrition — such as being active for at least 60 minutes
a day and drinking 3 glasses of lowfat or fat free milk each day.

Get Fit By Finals is based on the latest federal physical activity
guidelines, and draws on the fitness expertise of the NBA and WNBA trainers
and the nutrition expertise of NBA sports dietitians to help teens achieve
their own personal fitness goals. New Orleans Hornets guard Chris Paul and
Phoenix Mercury guard Diana Taurasi, who are the latest stars to sport the
famous milk mustache for the Body By Milk campaign, will “tip off” the
semester-long program at the NBA All-Star Game on February 12 and issue a
challenge to teens to Get Fit By Finals.

“Exercise and good nutrition helped make me what I am today and are
critical in allowing me stay on top of my game,” says Chris Paul, a two-time
NBA All-Star. “Along with Diana Taurasi and some of the top athletes and
fitness and nutrition experts from the NBA and WNBA, we’re going to give teens
across the country an assist in reaching their own personal best and helping
them Get Fit By Finals.”

Drink Milk, Stay Active and Join the Challenge

Teens can join the Get Fit By Finals Challenge at bodybymilk.com. Whether
they’re star athletes or just wanting to improve their fitness level, the
program has something for teens of all ability levels and interests to help
them achieve their personal goals. To help motivate teens to get involved,
Challenge participants will be eligible to win a variety of prizes, including
sports equipment and a VIP experience at the 2009 NBA Finals. Participating
schools also have a chance to win a gym makeover by showing how they rally
their students to get fit.

Exclusive Get Fit Tips and Tools

— Exclusive NBA Training Videos: Teens can watch exclusive videos each
week at bodybymilk.com to get the inside scoop on how the pros stay fit and
healthy. Featuring some of the best players from the NBA and WNBA, as well as
NBA trainers and sports dietitians, each video covers different fitness or
nutrition topics to help guide teens on the road to fitness, NBA-style.

— Get Fit “Daily Drills”: Teens can receive daily video tips from NBA
pros suggesting simple behavior modifications they can make each day to help
them Get Fit. Teens can get their Daily Drills online or they can opt to
receive them via e-mail — whatever suits them best!

— Online Personal Fitness Tracker: To help them stay on track with their
fitness routine, teens will receive a free Personal Fitness Tracker when they
sign up for the Get Fit By Finals Challenge. This exclusive online tool helps
them log their minutes of daily exercise and milk consumption, journal their
progress towards reaching their personal goal, and assign a “Get Fit Champion”
to follow along and provide motivation. Some studies suggest journaling can be
an effective way of reaching personal fitness and health goals.

— Get Fit “To Go”: Teens won’t have to go far to get expert fitness tips
and exclusive NBA content. The Get Fit “widget” is a one-stop shop for program
information, serving up weekly videos, Daily Drills and a link to their
Personal Fitness Tracker – all from the convenience of their own social
network page or desktop. Teens can grab the widget at bodybymilk.com –then
they’re good to go!

Get Fit Rewards

Getting fit can be a rewarding experience – especially with the support of
Milk and the NBA. When teens join the Get Fit By Finals Challenge, they’ll
receive a special Get Fit rewards package featuring discounts on fitness gear.
Frequent “mini-challenges” will encourage teens to show how they’re getting
fit for the chance to bag some sweet rewards, and teens who show how they’re
getting fit using their Personal Fitness Tracker will be eligible to win trips
to the NBA Playoffs and a grand prize of an all-expenses-paid VIP experience
at the 2009 NBA Finals. Plus, there are cool sweepstakes prizes for all teens,
whether or not they join the Challenge.

Get the Body You Want

Being active and eating right is key to getting fit and maintaining a
healthy weight — and it’s important to think about what you drink, too,
according to Gidus, who assisted with the development of the nutrition
information for the new campaign. Regular exercise and a healthy diet that
includes drinking lowfat or fat free milk is not only a healthier choice; it
can also help teens look and feel their best. In fact, studies suggest that
teens who drink milk instead of sugary drinks tend to be leaner than teens who
don’t.

Gidus describes milk as a “nutrient-packed fitness drink” and believes it
plays a powerful role as part of a physically active routine. “Milk makes a
great choice after exercise because it contains a mix of nutrients that help
muscles recover and refuel, which may help active people get back in the
game,” she says. “Milk also contains high-quality protein to build lean
muscle, calcium to keep bones strong, electrolytes such as potassium,
magnesium and calcium that are lost in sweat, and fluids to help with
hydration.”

Get Fit By Finals encourages teens to drink 3 glasses of lowfat or fat
free milk a day to help get the nine essential nutrients active bodies need,
including calcium, protein, vitamin D and potassium. “It’s a simple behavior
change that can add up to make a big difference,” says Gidus. “Choosing lowfat
or fat free milk over nutrient void beverages is one easy way teens can cut
out empty calories and in their place, get important nutrients to help them
look and feel healthy.”

Get Fit With Your School

Get Fit By Finals will be encouraging schools across the country to rise
to the challenge to improve teens’ health and fitness. Tens of thousands of
schools nationwide will receive special Get Fit activation kits that will
include expert fitness and nutrition videos, tips and drills from the NBA, and
posters and banners of Chris Paul and Diana Taurasi for school cafeterias and
gyms that will urge teens to get fit. From February through June, NBA and WNBA
players, legends and trainers will be making stops at secondary schools across
the country to rally students to Get Fit By Finals.

About Body By Milk(R)

Body By Milk(R) is part of the National Milk Mustache “got milk?”(R)
Campaign, a multi-faceted education program focused on the health benefits of
milk. The campaign is managed by the Milk Processor Education Program
(MilkPEP) in Washington, D.C., which is funded by the nation’s milk
processors, who are committed to increasing fluid milk consumption. Lowe New
York is the creative agency for the National Milk Mustache “got milk?(R)”
Campaign.

About The NBA

The NBA, founded in 1946, is a global sports and entertainment brand that
features 30 teams in the United States and Canada. During the 2008-09 season,
NBA games will reach 215 countries and territories in 41 languages. The
league’s worldwide reach will be reflected in the 77 international players
from 32 countries and territories on NBA rosters. NBA merchandise is sold in
more than 100,000 stores in 100 countries on six continents. NBA.com averages
more than five million daily visits, with more than 50 percent of the site’s
visitors come from outside of North America.

Domestically, the NBA will broadcast 143 regular-season games on national
television during the 2008-09 season on ABC, TNT, ESPN and ESPN2. NBA TV,
launched in 1999 as the first 24-hour television channel created and operated
by a professional sports league, will broadcast an additional 96 games. NBA
Cares is the league’s social responsibility initiative that builds on the
NBA’s long tradition of addressing important social issues in the United
States
and around the world. Through this umbrella program, the NBA, its teams
and players have donated more than $97 million to charity, provided more than
800,000 hours of hands-on service to communities around the world, and created
more than 350 places where kids and families can live, learn or play.

SOURCE Milk Processor Education Program


Source: newswire



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