We started with a national search to find 95 people who loved beer as much as they loved running, all led by Shalane Flanagan, the first American woman to win the NYC Marathon since 1977.

We announced the winners, one by one, on our dedicated Team ULTRA Instagram and then sent them official training kits that included Michelob ULTRA running shoes, beers and custom “sweat” shirts.

Leading up to the race, Shalane Flanagan helped coach our runners with training routines and tips on our social channels.

Then, once the big day arrived, we owned the entire course with a monstrous OOH takeover that included a countdown to the finish line, where beer would be waiting for every runner.

Once our entire team of beer loving runners crossed the finish line, we greeted them with medals, beers and a celebration hosted by Coach Flanagan.