Every Woman's Marathon - A Case Study

MilkPEP

Made a marathon for women by women

Case Study

Challenge

Marathons were never made for women. Not the facilities. Not the training guides. Not even the gear. GALE’s work for milk has always championed female athletes, so we decided to do something about this disparity. Instead of simply sponsoring a race, we decided to create our own. Every Woman's Marathon, the first marathon created by women for women, powered by 26.2 Team Milk, premiered in Savannah, Georgia, Nov 16, 2024.

Solution

We partnered with running icon Kathrin Switzer, the first woman to complete the Boston Marathon in 1967, to design a more supportive course, training program, and nutrition guidance. The race was announced by America’s poet laureate Amanda Gormon, whose powerful manifesto shared more than just what the race was, but why it was so important.

A DESIGN AS BOLD AS THE IDEA

We collaborated with a female led design studio to create a system to represent the inclusivity and energy of our race. The design was applied to communications, event signage, running apparel, race awards, and even a custom running shoe - one of the first ever designed specifically for female athletes.

Three teenagers enjoying chocolate milk from plastic bottles.

WELCOMING RUNNERS TO THE SISTERHOOD

The website shows how this marathon transcends the traditional race format. We showcase our women-forward brand partners, and robust training guides with nutritional advice. Plus we also highlight the entire wellness weekend with activities such as cooking and yoga classes, and live performances.

The comments said it all:

RACE DAY WEEKEND

Although our race was on par with any world major, the vibe of raceday weekend was totally different. It was all about community. Not competition. We kicked with an expo day selling our custom gear, as well as yoga sessions, cooking classes, hairbraiding, photo experiences, sign making and more.

On race day morning mothers, daughters, aunts, sisters, friends, colleagues showed up not to outpace, but uplift. 26.2 miles of signs of support, fueling stations and of course many many bathrooms. Savannah glowed with the colors of our gradients and faces of our finishers.

And afterwards, a celebration of all the hard work: A finish festival with recovery stations and a lawn concert by Natasha Beddingfield.

Results beyond our expectations

7000+

signups - Sold out race

28,000

Virtual race participants

43%

first time marathoners

Race starts in...

DAYS

HOURS

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SECONDS

Want to join in? Sign up for the race

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MilkPEP

Made a marathon for women by women

Challenge

Solution

A DESIGN AS BOLD AS THE IDEA

WELCOMING RUNNERS TO THE SISTERHOOD

The comments said it all:

RACE DAY WEEKEND

Race starts in...

Want to join in? Sign up for the race

MORE Case Studies

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