Extreme Sports Athletes Fly High For Milk At California High Schools
(March 12, 2007) The Got Milk? Gravity Tour is back for its tenth year of BMX, inline skating and skateboarding aerial excitement. The tour will launch March 19 in San Diego and will hold extreme sports demonstrations at 35 high schools throughout the state ending May 4. The tour is sponsored by the California Milk Advisory Board (CMAB) in partnership with the Campaign for Tobacco-Free Kids.
The Got Milk? Gravity Tour features the world's top professional skateboarders, BMX bikers and inline skaters performing tricks on a state-of-the-art pro half-pipe while communicating healthful messages about both the importance of drinking milk and the dangers of smoking. This year's roster of extreme sports athletes includes Fabiola da Silva, winner of seven X Games gold medals for inline skating; Danny Mayer, skateboarder and "best trick" specialist; and BMX cyclist Gabe Weed, among others.
"The Got Milk? Gravity Tour is an effective and exciting way to reach out to tell kids that it is cool to drink milk," said Michael Freeman, CMAB Vice President of Advertising.
Participating schools confirm that students enjoy the tour and understand the message. "[The show] was a success and the Campaign for Tobacco-Free Kids and the Got Milk? Gravity Tour message was well received by our students and staff," said Jeff Warshaw, Dean of Students at Newbury Park High School.
Teens can get more information and follow the tour in each city by clicking on www.gotmilkgravitytour.com. The website features daily blogs from the athletes throughout the tour, sources of calcium and fun recipes to encourage teens to incorporate dairy into their diets. In addition, the tour will reach the general public through appearances at fairs and regional events.
California is the nation's leading milk producer and also produces more butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second-largest producer of cheese, which is available nationally under the Real California Cheese seal.