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The Milk Processor Education Program’s (MilkPEP) REFUEL | “got chocolate milk?” campaign has partnered with football legend Hines Ward to take on the 2013 Ironman World Championship triathlon on the Island of Hawaii.
Through the new program, dubbed “Become One,” REFUEL | “got chocolate milk?” has issued a challenge to individuals who believe they have what it takes to become an Ironman triathlete. The program will give Ward and two contest winners starring roles in an online documentary where they’ll receive the tools, training and nutritional know-how to conquer the Ironman triathlon in Kailua-Kona, Hawaii on Oct. 12, 2013.
"To become an Ironman triathlon finisher in Kona is to take your place among the greatest athletes in all of sports, so it's no surprise that a competitor like Hines Ward would seek out this challenge," said Miranda Abney, senior marketing manager of Washington, D.C.-based MilkPEP. "'Become One’ will give Hines and two other lucky people an exclusive opportunity to leave it all on the course and show that anything is possible by crossing the most prestigious finish line in endurance sports."
Beginning in February, Ward plus the two winners will begin a seven-month training and recovery regimen with professional coaches and sports dietitians who will prepare them for the grueling race, which includes a 2.4-mile open water swim, 112-mile bike race, and a full 26.2-mile marathon. "Hines may have been one of the most successful pro football players in history, but when it comes to Ironman triathlons he'll be a rookie all over again," said Erik Vervloet, CMO of World Triathlon Corp. "But with the right coaching, nutrition and attitude, we're confident that he'll show us that anything is possible."
Through Nov. 30, athletes can apply on online. Each applicant must create a short YouTube video explaining what motivates them, why they want to take the “Become One” challenge, and how Ironman and chocolate milk can redefine their personal limits. Applicants must be at least 21 years old. Two winners will be announced in February 2013.