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, is coming to Savannah, Georgia, Nov. 16, 2024.
Solution
To erect a race for women by women we partnered with running icon Kathrine 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 to the world by America’s poet laureate Amanda Gorman, whose powerful manifesto shared more than just what the race was about, but why it was so important.
A DESIGN AS BOLD AS THE IDEA
Then we collaborated with a female led design studio to create a whole system that would 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.
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.
More than a just a race
Results beyond our expectations
3,300
in the first 6 weeks
1.4m
Top View Engagements in first 24 hours
25.2m+
video views on YT, IG, TIKTOK
10k
@everywomansmarathon IG FOLLOWERS
236m+
EARNED IMPRESSIONS
6000
SIGN UPS to date
Race starts in...
53
DAYS
.
14
HOURS
.
14
MINUTES
.
14
SECONDS
