MilkPEP and GALE Change the Game with Every Woman’s Marathon

This past weekend, more than 7,000 women - representing all 50 states and 12 countries - convened in Savannah, GA, for Every Woman’s Marathon (EWM): the first and only US marathon designed by and for women. The event–one of the largest branded experiential events in recent history - was the inaugural EWM for Team Milk, a part of MilkPEP that champions women runners. EWM redefined the culture of marathon running, paving the way for an era of inclusivity and support.

Created by GALE, MilkPEP’s agency of record, EWM was a powerful response to the unmet needs of women in endurance racing. EWM featured more than 7,000 runners - nearly half of which were first-time marathon runners. The marathon united runners of all levels, abilities, and backgrounds - resulting in a celebration of female strength. With a time of 2:46:12, Khia Kurtenbach finished first.

While the race itself served as the centrepiece, EWM was more than just a race - it was an immersive celebration of female ambition and empowerment, complete with enriching activities ranging from cooking and yoga classes to panels to live performances - featuring a surprise concert by Natasha Bedingfield. In addition to race participants and fans, MilkPEP’s all-star advisory board was in attendance, which is made up of accomplished female runners, including Kathrine Switzer - the first female marathon finisher - and the Olympic runner Deena Kastor. Brand partners - BMW, Fleet Feet, rabbit, and more - were also in attendance, as well as representatives from charities for which MilkPEP raised money throughout the year: Black Girls RUN! and Girls on the Run International, for example.

EWM exemplified two tenets of the GALE-MilkPEP partnership: positioning milk as a performance beverage for the everyday athlete and supporting gender equality in female sports - as evidenced by, in 2023, MilkPEP making a commitment to allocate 100% of campaign coverage to women. 

“Every Woman’s Marathon is about women uplifting one another, pushing past limits and self-doubt, and showing what’s possible when we support each other,” said MilkPEP CEO Yin Woon Rani.

GALE creative director - and runner in EWM - Karen Starc said, “Marathons are made by men, for men. We changed that. Every Woman’s Marathon is not just about celebrating professional athletes or elite runners - it’s about celebrating anyone who has the goal or ambition to run a marathon.”