Running has come mainstream. Next to walking, Running is the largest fitness activity in US, and has even grown during the recession in 2008-2010 (a recession is when your neighbor looses job, a depression is when you loose job-heard that somewhere). Miller is promoting Miller 64, their re-named light beer.
In doing that, Miller 64 has focused on various fitness and outdoor activities, with a humorous bent. The running vignette is very good, the basketball one is hilarious. Humor does sell, especially in the US.
Beer companies have been supportive of the running business (race sponsorships, race sampling) since the late 1970’s when road racing really took off. Among runners, light beers and imported beers seem to be the most popular.
Again, though, nice to see a commercial touting running.
And as the commercials say, always drink responsibly.
Larry Eder has had a 52-year involvement in the sport of athletics. Larry has experienced the sport as an athlete, coach, magazine publisher, and now, journalist and blogger. His first article, on Don Bowden, America's first sub-4 minute miler, was published in RW in 1983. Larry has published several magazines on athletics, from American Athletics to the U.S. version of Spikes magazine. He currently manages the content and marketing development of the RunningNetwork, The Shoe Addicts, and RunBlogRun. Of RunBlogRun, his daily pilgrimage with the sport, Larry says: "I have to admit, I love traveling to far away meets, writing about the sport I love, and the athletes I respect, for my readers at runblogrun.com, the most of anything I have ever done, except, maybe running itself." Also does some updates for BBC Sports at key events, which he truly enjoys.
