Dairy MAX has partnered with three female student athletes from different sports, universities, and backgrounds, with a focus on topics such as post-workout recovery with chocolate milk, heart health, cooking, and farming. These young women have 26.4K followers on Instagram and 127.7K followers on TikTok combined.
"They are health-conscious, making them the perfect fit to share the many nutritional and recovery benefits of dairy, but are also diverse in many ways, including gender, sport, background, and channels where they share information," Dairy Max noted in a statement. "This diversity presents more opportunities to partner with female athletes and reach other sports outside of football. Collegiate athletes are also at the perfect age to capture the attention of the Gen Z audience (ages 11-26)."
“We’re excited to partner with college athletes to showcase the benefits of dairy in their everyday diet,” said Jennie McDowell, vice president of business development at Dairy MAX. “We know that more than half of Gen Z is active on TikTok, and we’re working hard to build trust with them. They tend to trust the influencers they follow on that platform, and with the help of our NIL athletes, we want the Gen Z consumer to see dairy as a trusted source of nutrition.”
"We all believe in the nutritional benefits of dairy, but it is exciting to see Dairy MAX seeking out like-minded individuals with a broader and more diverse reach to share that message," said Todd Green, vice president of industry image and relations for Dairy MAX. "Partnering with student-athletes allows us to utilize another channel with a heavy Gen Z audience who quickly become independent decision-makers regarding their health and consumption behaviors. I think that presents an incredible opportunity for our dairy farmers."
Over the next year, the athletes will post about dairy several times throughout the year and make some in-person appearances. The agreement runs through the 2022-2023 school year.Founded more than 40 years ago, Dairy MAX is a regional dairy council representing more than 900 dairy farmers and serving communities in eight states: Colorado, southwest Kansas, Louisiana, Montana, New Mexico, western Oklahoma, Texas and Wyoming.
