Michelob Ultra launches running fund with story of first woman to complete Boston Marathon

The AB In-Bev brand has partnered with the TCS NYC Marathon and NY Road Runners on the Michelob Ultra Run Fund

Published On
Nov 08, 2022


Michelob Ultra launched a new running initiative at this year's TCS New York City Marathon, in a campaign that tells the story of Kathrine Switzer, the first woman to officially complete the Boston Marathon in 1967

A campaign video spotlighting Switzer's story aired during TCS NYC Marathon coverage on WABC. Created via Michelob Ultra's agency Gut Los Angeles and directed by Matt Hoffman of HB Films, it recreates the famous shocking incident in the marathon, where a race manager assaulted Switzer, trying to grab her bib number and remove her from the competition, in black and white footage, before turning to color to depict her eventual victory with real footage.

The spot promotes the new Michelob Ultra Run Fund. The multiyear fund will allow female and nonbinary runners a chance to win a bib to the 2023 TCS NYC Marathon. It will also provide training programs and resources for runners making their marathon debut, including an initiative called ​​"Train Like a Pro Marathon Runner" where athletes will receive weekly training tips developed by Michelob Ultra-staffed coaches.

The AB In-Bev brand plans to continue the campaign spotlighting stories of other gender equality advocates.

"In 1967, I set out to prove that women could run distances and deserved to be included in marathons. Since then, major strides have been made but there is still work to be done," said Switzer in a statement  "We're just getting started. Women have only been running competitively for the last 50 years, which is why it is so important for brands like Michelob Ultra to continue to take action and advocate for equality in sports."

The campaign also comes at the same time the marathon’s women’s division celebrates its 50th anniversary. The fund is an extension of the beer brand’s $100 million commitment to gender equality in sports and increased attention to fitness advertising

Starting with the 2023 TCS NYC Marathon, the fund will expand to other races nationwide. This year’s race was held on Nov. 6.

"We believe in celebrating an active and balanced lifestyle and are proud to continue working with partners like New York Road Runners and the Women's Sports Foundation to bring our shared values to life,” said Ricardo Marques, VP of marketing at Michelob Ultra.


Nov 08, 2022
Client :
Michelob Ultra
Agency :
Gut Los Angeles
Creative Chairman Co-Founder :
Anselmo Ramos
Managing Director / Partner :
Carmen Rodriguez
Global Chief Client Officer :
Carmen Rodriguez
North America Chief Creative Officer :
Juan Javier Peña Plaza
North America Chief Creative Officer :
Ricardo Casal
Chief Creative Officer :
Nacho Ferioli
Global Chief Strategy Officer :
Fernando Ribeiro
Partner :
Juan Javier Peña Plaza
Partner :
Ricardo Casal
Partner :
Nacho Ferioli
Partner :
Fernando Ribeiro
Executive Creative Director :
Ariel Abramovici
Executive Creative Director :
Bruno Acanfora
Executive Creative Director :
Ramiro Rodriguez Cohen
Creative Director :
Guido Donadio
Creative Director :
Sebastian Regiani
Associate Creative Director :
Tina Assadpour
Senior Art Director :
Aurelie Diaz
Copywriter :
Lauren Torres
Head of Production :
Renata Neumann
Executive Producer :
Jack Cutler
Junior Producer :
Emma Giorelli
Head of Account :
Joselyn Bickford
Account Director :
Akoma M'ba
Management Supervisor :
Manuela Castro
Account Executive :
Laila Houser
Group Strategy Director :
Bruno Steffen
Strategist :
Tierney Riccitelli
Director of Creative Operations :
Junia Parodi
Vice President of Marketing :
Ricardo Marques
Senior Marketing Director :
Talita Andrade
Director of Digital Marketing :
Miles Ritenour
Director of Digital Marketing :
Alexis Unwalla
PR Lead :
Jessica Thorpe
VP Global Marketing :
Pedro Adamy
Global Marketing Director :
Paige Dawes
Global Director :
Kelsey McInerney
Production Company :
HB Films
Managing Partner :
John Beveridge
Director :
Matt Hoffman
Post Director :
Mark Hoffman
Head of Production :
Bryce Hill
Producer :
Gwyn Fletcher
Max Goldman
1st AD :
Javier Vargas
Production Manager :
Heather Elliot
Production Coordinator :
Robin Magnet
Editorial Company :
Lost Planet
Editor :
Federico Brusilovsky
Executive Producer :
Gary Ward
Assistant Editor :
Doug Yablun
Assistant Editor :
Madi Emenheiser
Colorist :
Steven San Miguel
Flame Artist :
Tim Bird
Sound Design :
Charlie Keating
Assistant Producer :
Seyline Cuffy
Sound :
Lime Studios
Mixer :
Ben Tomastik
Assistant Mixer :
Kris Huayta
Executive Producer :
Susie Boyajan
Producer :
Cassie Underwood
Music :
Premier Music Group
Original Music :
Matthew Hollingsworth
Music Supervision :
Premier Music Group

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