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.