In a groundbreaking move to flip the script on the historically male-centric nature of marathons, Milk has enlisted acclaimed poet Amanda Gorman to launch Every Woman’s Marathon—the first U.S. marathon designed exclusively for women.
Set to take place on November 16, 2024, in Savannah, Georgia, this extraordinary event signifies Milk’s commitment to empowering women, creating not just a race but a movement.
Crafted and developed by GALE, the brand turned to Gorman to craft an inspirational mantra as a rallying cry for women. Written and narrated by the poet and captured by Webby Award Honouree Renée Mao, the mantra celebrates women of diverse sizes, backgrounds, races, and abilities, capturing the essence of why they run and inspiring others to join the movement. Watch below:
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“This is the most rewarding thing I have ever done professionally. Running has such a special place in the hearts of women who make time to do it,” said GALE Creative Director Karen Starc. “Milk recognizes that sacrifice, so they are creating a unique marathon to support the hard work and extra effort women have to find time to train. We are thrilled to have Amanda Gorman, such a moving person, help share the narrative with us.”
“This initiative is not just a race; it’s a testament to Milk’s commitment to supporting and fueling female athletes of all abilities,” added MilkPEP CEO Yin Woon Rani. “Having stood by women across U.S. marathons this year, Milk recognized the absence of a marathon exclusively designed for women and one that caters to their unique needs. The Every Woman’s Marathon is set to rewrite the marathon script, ensuring that every woman’s journey is celebrated and supported.”
The campaign anthem kicks off with a social-first campaign utilizing Gorman’s social channels and a custom TikTok takeover on January 23. To amplify the announcement, Milk will partner with real women in a comprehensive social campaign focusing on their motivations for running.
To conceptualize Every Woman’s Marathon, Milk and GALE formed an advisory board featuring accomplished female runners, including the first female marathon finisher Kathrine Switzer, para-triathlon champion Danielle McLaughlin, Olympic runner Deena Kastor, activist Alison Desir, and long-distance champion Des Linden. This advisory board provides female-focused training advice, nutrition plans, and support, while Team Milk matches registration costs in donations to five charity partners.
Going beyond the traditional race format, Every Woman’s Marathon promises a full-scale activation in the scenic city of Savannah. The two-day event will offer enriching activities such as cooking and yoga classes, live performances, and insightful panels.
Starting January 23, 2024, female runners can sign up for Every Woman’s Marathon at EveryWomansMarathon.com, with a registration cost of $65. Team Milk members enjoy a further reduced price. Stay updated at @EveryWomansMarathon on social media.
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