Refuel/Got Chocolate Milk? Campaign Helps Challenged Athletes Foundation Operation Rebound Program

Refuel/Got Chocolate Milk? Campaign Helps Challenged Athletes Foundation Operation Rebound Program

Injured War Veteran and Challenged Athlete Sgt. Robert Laux to Receive New Adaptive Bicycle as Program Surpasses $1.3 Million in Total Funds Dispersed

The Challenged Athletes Foundation
”MilkPEP(CAF) awards grants or equipment to athletes with physical disabilities to help give them the opportunity to participate in sports they love. On Tuesday, July 17th, CAF in partnership with MilkPEP's REFUEL "got chocolate milk?T" campaign provided injured U.S. Army Sergeant Robert Laux with an adaptive bike in support of CAF's Operation Rebound program that provides funding and equipment to help injured troops and first responders harness the healing power of sport. The program has supported over 1,100 injured troops and first responders, and has surpassed $1.3MM in support given since its inception in 2004.

"There is an ever increasing demand from our veterans for CAF Operation Rebound's support," said Nico Marcolongo, Operation Rebound Program Manager for CAF. "We appreciate and thank the REFUEL| "got chocolate milk?" campaign for helping us get more of our injured troops from the frontline to the finish line through fundraising efforts tied to its 'Team REFUEL' program."

The REFUEL "got chocolate milk?T" campaign commitment to injured troops and veterans was marked with a donation of a bike to Sgt. Laux in Washington, D.C. on July 17th. Representatives from the "got chocolate milk?" campaign, the charity's Official Refuel Beverage partner, donated a specially adaptive bike to Sgt. Laux, whose arm was severely injured by a hidden improvised explosive device (IED) near Baghdad in 2007 during a mission to recover the remains of two kidnapped American soldiers. Thanks to this donation, he will be able to cycle, putting minimal stress on his injured arm and allowing him to further strengthen his muscles. In addition, the campaign will support Sgt. Laux by donating a year's supply of lowfat chocolate milk to help him refuel after strenuous training and competitions so he can perform at his best.

From left to right: Vivien Godfrey, CEO of MilkPEP, Jay Bryant,
MD & VA Milk Producers, Army Sgt. Andy Hatcher (Operation Rebound),
Army Sgt. Robert Laux, Jose Ramos (Operation Rebound)

The Official Refuel Beverage of CAF
As the Official Refuel Beverage of CAF, the "got chocolate milk?" campaign supports challenged athletes through fundraising efforts tied to its "Team REFUEL" program as well as refueling athletes at CAF's signature events, including the annual San Diego Triathlon Challenge and the Million Dollar Challenge.

The campaign also helps spotlight the amazing achievements of challenged athletes such as Sarah Reinertsen, the first woman to finish the Ironman World Championships on a prosthetic leg, who is starring in a national "got chocolate milk?" print advertisement.

"The 'got chocolate milk?' campaign is committed to helping athletes from all sports - both able-bodied and those with physical disabilities - get the most out of exercise by spotlighting the recovery benefits of lowfat chocolate milk," said Vivien Godfrey, CEO of the Milk Processor Education Program. "We're proud to partner with CAF to recognize challenged athletes like Sgt. Laux and help them rebound through fundraising efforts as well as refueling them at races around the country."

The Science of Chocolate Milk
A growing body of research supports chocolate milk's recovery benefits after strenuous exercise. Most recently, a study published in the journal Medicine & Science in Sports & Exercise suggests that recovering with chocolate milk can give runners a performance edge. Researchers from Connecticut State University, University of Connecticut and Eastern Michigan University, found that when recreational runners drank fat free chocolate milk after a strenuous run, they ran 23 percent longer and had a 38 percent increase in markers of muscle building compared to when they drank a carbohydrate-only sports beverage with the same amount of calories.1 "Lowfat chocolate milk delivers the right mix of nutrients athletes need to recover after strenuous exercise so they can get the most out of their next workout," said sports dietitian Nancy Clark MS RD CSSD. "Its effectiveness lies in its high-quality protein and carbohydrates to help repair and refuel muscles, and fluids and electrolytes to replenish what's lost in sweat. Chocolate milk is readily available, simple to grab-and-go, and tastes great. Hence, it is very popular with tired, hungry, and thirsty athletes." To learn more about the "got chocolate milk?" campaign, the science behind the recovery benefits of lowfat chocolate milk, and access exclusive training tips and videos, log onto www.gotchocolatemilk.com.

07.20.2012