The NBA Teams up With Body by Milk to Challenge Teenagers to...

The NBA Teams up With Body by Milk to Challenge Teenagers to ‘Get Fit by Finals’

Diana Taurasi and Chris Paul to Appear in New Milk Mustache Ads as Part of New National Teen Fitness Campaign


PHOENIX, Ariz., Feb. 12 /PRNewswire-HISPANIC PR WIRE/ — Hispanic WNBA All-Star Diana Taurasi and NBA All-Star Chris Paul are teaming up to help get teenagers into the fitness game through a new national campaign called Get Fit by Finals. The program, which launched today at an event at NBA All-Star 2009 in Phoenix, Ariz., is part of a new partnership between the “got milk?” Body by Milk(R) Campaign and NBA FIT, the NBA’s comprehensive health and wellness initiative that promotes healthy lifestyles for children, teens and adults through fitness and nutrition.

Adolescent obesity has tripled over the last two decades, so “it’s never been more important for teenagers to make better food and physical activity choices,” according to certified sports dietitian Tara Gidus, RD, a nutrition consultant to the Orlando Magic NBA team. That’s why Get Fit By Finals will call on teens of all activity levels to take simple steps to help improve physical fitness and nutrition — such as being active for at least 60 minutes a day and drinking 3 glasses of lowfat or fat free milk each day.

Get Fit By Finals is based on the latest federal physical activity guidelines and draws on the fitness expertise of the NBA and WNBA trainers and the nutrition expertise of NBA sports dietitians to help teens achieve their own personal fitness goals. New Orleans Hornets guard Chris Paul and Phoenix Mercury guard Diana Taurasi, who are the latest stars to sport the famous milk mustache for the Body by Milk campaign, will “tip off” the semester-long program at the NBA All-Star Jam Session on February 12 and issue a challenge to teens to Get Fit By Finals.

Drink Milk, Stay Active and Join the Challenge

Teens can join the Get Fit By Finals Challenge at Whether they’re star athletes or just wanting to improve their fitness level, the program has something for teens of all ability levels and interests to help them achieve their personal goals. To help motivate teens to get involved, Challenge participants will be eligible to win a variety of prizes, including sports equipment and a VIP experience at the 2009 NBA Finals. Participating schools also have a chance to win a gym makeover by showing how they rally their students to get fit.

Exclusive Get Fit Tips and Tools

— Exclusive NBA Training Videos: Teens can watch exclusive videos each week at to get the inside scoop on how the pros stay fit and healthy. Featuring some of the best players from the NBA and WNBA, as well as NBA trainers and sports dietitians, each video covers different fitness or nutrition topics to help guide teens on the road to fitness, NBA-style.

— Get Fit “Daily Drills”: Teens can receive daily video tips from NBA pros suggesting simple behavior modifications they can make each day to help them Get Fit. Teens can get their Daily Drills online or they can opt to receive them via e-mail — whatever suits them best!

— Online Personal Fitness Tracker: To help them stay on track with their fitness routine, teens will receive a free Personal Fitness Tracker when they sign up for the Get Fit By Finals Challenge. This exclusive online tool helps them log their minutes of daily exercise and milk consumption, journal their progress towards reaching their personal goal, and assign a “Get Fit Champion” to follow along and provide motivation. Some studies suggest journaling can be an effective way of reaching personal fitness and health goals.

— Get Fit “To Go”: Teens won’t have to go far to get expert fitness tips and exclusive NBA content. The Get Fit “widget” is a one-stop shop for program information, serving up weekly videos, Daily Drills and a link to their Personal Fitness Tracker — all from the convenience of their own social network page or desktop. Teens can grab the widget at — then they’re good to go!

Get Fit Rewards

Getting fit can be a rewarding experience — especially with the support of Milk and the NBA. When teens join the Get Fit By Finals Challenge, they’ll receive a special Get Fit rewards package featuring discounts on fitness gear. Frequent “mini-challenges” will encourage teens to show how they’re getting fit for the chance to bag some sweet rewards, and teens who show how they’re getting fit using their Personal Fitness Tracker will be eligible to win trips to the NBA Playoffs and a grand prize of an all-expenses-paid VIP experience at the 2009 NBA Finals. Plus, there are cool sweepstakes prizes for all teens, whether or not they join the Challenge.

Get the Body You Want

Being active and eating right is key to getting fit and maintaining a healthy weight — and it’s important to think about what you drink, too, according to Gidus, who assisted with the development of the nutrition information for the new campaign. Regular exercise and a healthy diet that includes drinking lowfat or fat free milk is not only a healthier choice; it can also help teens look and feel their best. In fact, studies suggest that teens who drink milk instead of sugary drinks tend to be leaner than teens who don’t.

Gidus describes milk as a “nutrient-packed fitness drink” and believes it plays a powerful role as part of a physically active routine. “Milk makes a great choice after exercise because it contains a mix of nutrients that help muscles recover and refuel, which may help active people get back in the game,” she says. “Milk also contains high-quality protein to build lean muscle, calcium to keep bones strong, electrolytes such as potassium, magnesium and calcium that are lost in sweat, and fluids to help with hydration.”

Get Fit By Finals encourages teens to drink 3 glasses of lowfat or fat free milk a day to help get the nine essential nutrients active bodies need, including calcium, protein, vitamin D and potassium. “It’s a simple behavior change that can add up to make a big difference,” says Gidus. “Choosing lowfat or fat free milk over nutrient void beverages is one easy way teens can cut out empty calories and in their place, get important nutrients to help them look and feel healthy.”

Get Fit With Your School

Get Fit By Finals will be encouraging schools across the country to rise to the challenge to improve teens’ health and fitness. Tens of thousands of schools nationwide will receive special Get Fit activation kits that will include expert fitness and nutrition videos, tips and drills from the NBA, and posters and banners of Chris Paul and Diana Taurasi for school cafeterias and gyms that will urge teens to get fit. From February through June, NBA and WNBA players, legends and trainers will be making stops at secondary schools across the country to rally students to Get Fit By Finals.

About Body by Milk(R)

Body by Milk(R) is part of the National Milk Mustache “got milk?”(R) Campaign, a multi-faceted education program focused on the health benefits of milk. The campaign is managed by the Milk Processor Education Program (MilkPEP) in Washington, D.C., which is funded by the nation’s milk processors, who are committed to increasing fluid milk consumption. Lowe New York is the creative agency for the National Milk Mustache “got milk?(R)” Campaign.

About The NBA

The NBA, founded in 1946, is a global sports and entertainment brand that features 30 teams in the United States and Canada. During the 2008-09 season, NBA games will reach 215 countries and territories in 41 languages. The league’s worldwide reach will be reflected in the 77 international players from 32 countries and territories on NBA rosters. NBA merchandise is sold in more than 100,000 stores in 100 countries on six continents. averages more than five million daily visits, with more than 50 percent of the site’s visitors coming from outside of North America.

Domestically, the NBA will broadcast 143 regular-season games on national television during the 2008-09 season on ABC, TNT, ESPN and ESPN2. NBA TV, launched in 1999 as the first 24-hour television channel created and operated by a professional sports league, will broadcast an additional 96 games. NBA Cares is the league’s social responsibility initiative that builds on the NBA’s long tradition of addressing important social issues in the United States and around the world. Through this umbrella program, the NBA, its teams and players have donated more than $97 million to charity, provided more than 800,000 hours of hands-on service to communities around the world, and created more than 350 places where kids and families can live, learn or play.


The NBA Teams up With Body by Milk to Challenge Teenagers to ‘Get Fit by Finals’