Today, Team Milk and Vox Media continue their mission to increase the accessibility and inclusivity of running among all women with the launch of Running Sucks – a groundbreaking three-part short-form docuseries that dives into the inner thoughts, motivations, and experiences of women-identifying runners.
Following influencer Abi Ayres on her quest to understand the allure of everything that goes into running a marathon, audiences will watch as she begins training for her first race, encouraged by other women and women running groups. Through self-discovery, including setbacks that lead her to reconsider her path, Abi finds herself drawn by the magic of marathon day and makes an unexpected decision: to run her first marathon, Team Milk’s inaugural Every Woman’s Marathon.
This inspiring docuseries further continues these efforts to support and uplift women’s stories and experiences in distance running while promoting gender equity in sports. In a creative approach, Running Sucks utilizes human-first documentary storytelling to cover the grueling 26.2-mile journey. The docuseries allows viewers to truly understand the powerful role that training plays in shaping, shifting, and challenging a runner’s mind through physical movement. Comprised of three comedic episodes, each under 10 minutes, Running Sucks poses the central question: “Why run?”
“The 26.2 journey is demanding, requiring a level of dedication that can be draining and a commitment to good nutrition including milk on the training table, which is why MilkPEP is thrilled to partner with Abi. In the docuseries, Abi shares her unfiltered experience to show the real side of running a marathon that is both inclusive and inviting,” reflects Miranda Abney, senior director of marketing at MilkPEP. “We hope that Abi’s story inspires more women to join the 4,000+ of us who have signed up for the Every Woman’s Marathon.”
Running Sucks is exactly the type of entertaining and impactful content that we set out to create alongside Team Milk and GALE,” said Yosef Johnson senior vice president and head of Vox Creative. “The docuseries captures Team Milk’s unwavering mission to champion and support women athletes and runners in a way that is authentic and exciting. The Running Sucks series offers an honest and humorous glimpse into the marathon training process, inspiring women on their own journey.”
Milk has provided runners with the nutrition they need to fuel and recover, supporting optimal performance with the hydration they need, as well as high-quality protein, electrolytes, and essential nutrients like B vitamins for energy. Coupled with milk’s unique nutritional profile for runners, MilkPEP has been committed to supporting women runners by developing programs that promote accessibility and inclusivity in the sport, such as the Every Woman’s Marathon, the 26.2 Every Woman Sponsored Fund, and a pledge to feature 100% women across all Gonna Need Milk campaigns.
The launch of Running Sucks is a continuation of the partnership between MilkPEP and Vox that kicked off on International Women’s Day (March 8) at SXSW with a women’s-only run through Austin, Texas led by local groups and Ayres, as well as a powerful panel hosted by The Cut featuring Dina Asher-Smith, World & European Champion athlete; Haley Rosen, chief executive officer & founder of Just Women’s Sports; and Chloe Kim, American snowboarder and two-time Olympic gold medalist. The comprehensive campaign also includes a distance running training program on YouTube by Popsugar Fitness, an explainer video, audio activation across the Vox Media Podcast Network, and a Running Week feature on The Strategist launching in May to close the gap in female participation in sports.
You can watch all three episodes of Running Sucks now on The Cut.
About Vox Media
Vox Media is the leading modern media company, reaching audiences everywhere they are. Known for editorial properties, including Vox, SB Nation, New York Magazine, The Dodo, and The Verge, the company’s portfolio features the most relevant, respected, and engaging editorial properties and voices. The company is also home to award-winning storytelling businesses such as Vox Media Studios and the Vox Media Podcast Network, as well as innovative technologies that support the entire media industry, including the Concert advertising marketplace. Vox Media proves that quality can scale.
About the Milk Processor Education Program
The Milk Processor Education Program (MilkPEP), Washington, D.C., is funded by the nation’s milk companies and is dedicated to educating consumers and increasing the consumption of fluid milk. For more information, visit MilkPEP.org.
