August 9, 2010: Chris Bosh has beaten LeBron James and Dwyane Wade to the punch, scoring the first national marketing deal since the three players united as members of the NBA's Miami Heat. Bosh is joining the ranks of Got Milk? with his own print ad, which will be part of a larger national multi-media campaign "highlighting the importance of the two-hour recovery window after exercise and the role that low-fat chocolate milk can play in refueling, rehydrating and rebuilding the body."
Bosh will be joined in the national campaign by Olympic gold medal speed skater Apolo Anton Ohno, who will also be seen in his own Got Milk? print ad. Bosh in July signed as a free agent to play for the Heat alongside James and Wade after seven seasons with the Toronto Raptors. Bosh is also a member of the U.S. National Team that will play in the FIBA World Championship in Turkey Aug. 28-Sept. 12.
Ohno previously appeared in a Got Milk? ad with actress/dancer Julianne Hough after the pair won ABC's Dancing with the Stars in 2007. Ohno won Olympic gold medals in 2002 and 2006, and at the 2010 Winter Games in Vancouver took a silver and two bronze medals.
The Bosh and Ohno ads are part of a national "Refuel America" effort that will run through 2011 on TV, print and Internet. It will also include additional Got Milk? ads with such athletes as Olympic gold medal gymnast Shawn Johnson, experiential marketing at national sports events, a virtual personal training program for teens and grants to schools.
The Milk Processor Education Program, which oversees the Got Milk? campaign, is an official sponsor of USA Basketball through the 2012 Summer Olympics in London. Other U.S. men’s national team marketing partners include Nike, Gatorade, State Farm and Tiffany.
The ads are scheduled to be unveiled this week in New York during an event at the 92nd Street Y. Bosh is in New York with the U.S. National Team as part of pre-FIBA World Championship events.
The Got Milk? campaign was created in 1993 by Goodby, Silverstein $ Partners, San Francisco, for the California Milk Processor Board. Among the athletes and celebrities who have donned either white or chocolate mustaches for the effort are Muhammad Ali, Tom Brady, Beyoncé and Miley Cyrus.