Strength and fitness training can be inaccessible for many individuals and families, as finding the time and the resources to participate in physical activity is often a barrier financially. Households with the lowest income in the U.S. report inactivity rates of more than double the rate of households that earn $75,000 a year or more, according to an article from Athletic Business. Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities.

Through the Lifting Project, Muscle Milk invites individuals to enter the contest for a chance to become a future Certified Strength Trainer. All future strength trainers can enter the contest by submitting a video describing why they think they’d make a great Muscle Milk Strength Trainer, and how being part of the Lifting Project would benefit their community, it says.

With the launch of the Lifting Project, Muscle Milk also is announcing the next iteration of its consumer engagement campaign Own Your Strength, which highlights the challenges, new routines, commitments and responsibilities that come with the passage of time, but also the opportunities to get better, grow stronger, demonstrate resilience and lead with strength every single day. The campaign will feature a continued partnership with star quarterback, Tua Tagovailoa and also will spotlight Muscle Milk's newest partner, basketball legend Candace Parker. The 360 campaign will be supported by paid social, digital and broadcast. 

“With the next iteration of our Own Your Strength campaign, we recognize that strength is not just how much we lift at the gym, but rather how we uplift those around us,” said Anuj Bhasin, vice president of protein and fitness brands at PepsiCo, in a statement. “Which is why we’re thrilled to be partnering with Candace Parker to launch the Lifting Project initiative. The impact of this program will not only enhance the life of one aspiring trainer. It will also impact their community by making strength and fitness opportunities more accessible.”

Basketball legend and Muscle Milk athlete Parker added: “I am excited to be part of Muscle Milk's campaign and the Lifting Project to share my passion and dedication to fitness. I’ve seen firsthand the positive impact fitness can have on a person and I'm proud to be part of an initiative that helps close the gap around access.”