During March Madness this year, a new ad campaign, Built With Chocolate Milk, was introduced. It features NBA star Kevin Love, a 6’10” basketball-loving power forward who claims to drink chocolate milk to help him recover off the court.

It’s essential for him to restore his body after games and practices, since there are 82 games scheduled each season, not to mention travel, and only a few days off.

Perhaps you’ve heard this before – chocolate milk is beneficial for after-workout muscle recovery. It has to do with the carbs and protein that is in chocolate milk vs regular milk. The ratio to aim for is 4 grams of carbohydrates to 1 gram of protein, says to Joel Stager, professor of kinesiology at Indiana University, and author of several research papers on milk usage in sports performance.

Depending on the intensity and duration of exercise, and a person’s gender, size, and age, the recommended amount of chocolate milk post-workout varies from 8 to 16 ounces. How it works is that immediately upon entering the body, the milk creates a spike in insulin which helps transport sugar into muscles where it becomes glycogen and stimulates muscle protein and repair growth.

Love has been breaking records and has been a consistent game changer for his team, the Cleveland Cavaliers. He’s definitely a big name in sports right now. The campaign debuted on March 18^th, and you can see the TV ad below. Love tells that his mom gave him chocolate milk after basketball games as a kid.

“One thing I’ve taken seriously over the years is how important recovery is after my training and games,” said Love. “Thanks to my mom, chocolate milk has been my go-to recovery drink since I was 8 years old and it has continued to help me come back game after game.”

Love joins a long line-up of elite athletes who make chocolate milk their post-workout drink of choice, such as IRONMAN^® Triathlon Champions Mirinda Carfrae, Craig Alexander and Luke McKenzie.

In this 30 second TV ad, it’s Love against a basketball-shooting robot that tests his rebounding skills by rapidly firing shots. Love defeats the machine, showing off his peak performance skills, by pulling down every rebound until the robot burns out.

Video source: gotchocolatemilk.com

Photo: "Kevin Love" by Keith Allison is licensed under CC BY SA 2.0/ cropped from original

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Ashleigh Rader

Content Developer at Chocolate University Online

All her life, Ashleigh has enjoyed, indulged in, and spread the gift of chocolate. She says, "life's too short to skip dessert." Ashleigh joined CUO to help share on our blog and social networks more about the wonders of chocolate.

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