Youth sports are where young people build confidence, learn teamwork and develop habits that can follow them for life. For dairy farmers and Dairy MAX, it also represents an important opportunity to connect with the next generation of consumers and the families, coaches and communities who influence their choices.
That opportunity matters. Youth sports provides a meaningful way to reach young people while nutrition habits are still being formed. Millions of young athletes participate in sports each year, and families invest significant time and resources to help them practice, compete and perform their best. Yet many coaches, parents and student-athletes still lack access to credible, science-based sports nutrition guidance.
Through farmer-funded youth sports partnerships, we fill that gap by positioning dairy as a natural, evidence-based solution for performance, recovery and bone health. This work shows how milk, cheese and yogurt can support active bodies with high-quality protein, essential nutrients and practical fueling options while helping keep dairy relevant with the next generation.
Building on the Success of BUILT w/ Chocolate Milk
Starting in July 2026, we will begin transitioning our youth sports resources and messaging from BUILT to Level Unlocked. BUILT has been an important part of this work, successfully positioning chocolate milk as a trusted recovery option for young athletes.
Level Unlocked will build on that strong foundation as our primary youth sports brand, with ‘Fuel Your Game’ serving as the consumer-facing campaign across youth sports resources and messaging. Chocolate milk and recovery will remain an important part of the story, while the broader strategy creates more opportunities to show how milk, cheese and yogurt support athletes throughout their day, from fueling before activity and supporting hydration to performance, recovery, strong bones and healthy habits.
This evolution allows dairy to connect with more athletes, parents and coaches while opening the door to a broader range of dairy and nutrition messages.
Reaching Coaches, Parents and Student-Athletes
We reach youth sports audiences, like student athletes and coaches, through partnerships with high school activities associations, digital sports platforms, sports dietitians, youth sports organizations and community events. Each connection brings dairy nutrition education to people who influence young athletes every day.
One example is Hudl, a digital sports platform used by schools, coaches and athletes for game film, team communication, highlights and recruiting. By placing dairy nutrition messages on Hudl, we reach them in a space they already use for sports. Since the campaign launched, Hudl efforts have reached 5.2 million athletes, parents and coaches.
Partnerships with TAPPS, the Texas Association of Private and Parochial Schools; CHSAA, the Colorado High School Activities Association; and TAHPERD, the Texas Association for Health, Physical Education, Recreation and Dance, connect dairy nutrition education with coaches, athletic directors, trainers, teachers and student-athletes. These relationships help dairy show up in trusted school environments where conversations about performance, recovery and student wellness are already happening.
Through webinars, toolkits, blogs, social content, digital ads and event activations, Dairy MAX meets families where they already are: on the field, in the gym, in the classroom, at home and online.
Turning Education Into Action
A key part of this work is making science-based nutrition information easy for coaches, parents and athletes to use. We developed and promoted resources explaining how dairy supports active bodies before, during and after activity.
The Fueling Optimal Performance coaches webinar drew 115 registrants, and on-demand versions continue extending its reach. These opportunities bring dairy nutrition education to coaches who are trusted voices for student-athletes and families.
We are also helping turn dairy interest into action. High-protein recipe displays and digital Instacart ads are prompting consumers to click through to explore dairy recipes and products. Each click represents someone taking the next step beyond seeing an ad to actively considering how dairy could fit into an upcoming meal or purchase.
Showing Up at Key Youth Sports Moments
Youth sports also allow us to connect in person where athletes, coaches and families gather, making the connection between dairy and performance more visible and memorable.
Through our Dallas Cowboys partnership, we connect dairy with young athletes and families in sports environments where performance and recovery are already part of the conversation. Activations have included the Volleman’s MOOvement camp, the Girls High School Football Texas State Championship and the Dallas Cowboys Flag In School programs.
Other examples include dairy sampling and nutrition education at events such as the Boys & Girls Club Summer Sports Jamboree. We also support youth sports through branded cooler programs that place dairy and nutrition education resources where young athletes train and compete.
Bringing Dairy Into Bigger Youth Sports Conversations
We’re elevating dairy’s voice in broader youth sports and wellness conversations. At the Aspen Institute Project Play Summit, more than 875 leaders from sports, health care, youth organizations and advocacy groups gathered in Boston to discuss creating healthier, more accessible youth sports experiences.
The summit highlighted the need for better coach training, reduced burnout and injuries, greater access to community sports and stronger integration of nutrition and wellness. Our own Sara Rose Foreman, a registered dietitian nutritionist, certified specialist in sports dietetics and school nutrition specialist, took the stage to announce a partnership focused on developing parent nutrition checklists covering performance fueling, hydration and recovery. The resources are expected to provide families with simple, actionable guidance while bringing dairy’s voice directly into conversations about youth nutrition and wellness.
“This kind of work is important because it places dairy at the table with leaders who are shaping the future of youth sports,” said Sara Rose Foreman, program manager at Dairy MAX. “It also helps connect dairy with issues parents and communities care about, including healthy growth, injury prevention, access, recovery and keeping kids active long term.”
Building Lifelong Dairy Advocates
Youth sports offer a unique opportunity to connect dairy with performance, healthy growth and everyday nutrition. By providing credible education to athletes, parents and coaches, we’re strengthening trust in dairy while young consumers form lifelong food and wellness habits.
For dairy farmers, this work is about more than one campaign or one event. It’s about keeping dairy relevant with the next generation, strengthening consumer confidence and helping young athletes understand the value dairy can bring to their everyday lives.
That is your checkoff at work: fueling performance today and building lifelong dairy advocates for tomorrow.
