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Optimum Nutrition Building Better Lives 5-Week Fitness Challenge


This past May we shared the news of the Optimum Nutrition® Building Better Lives program, and its first Community Champions, Davante Adams and Justin Jefferson. Based on its belief in the transformative power of fitness, Optimum Nutrition created the program to improve access to fitness resources – ultimately making a difference in individual lives, helping address disparities in underserved populations, and supporting the goal of a more diverse, inclusive fitness industry. Division rivals Davante Adams and Justin Jefferson are the Community Champions leading the awareness effort for the 5-Week Fitness Challenge.

Davante Adams (#TeamONE7) is about to start his eighth season playing pro football in Green Bay, Wisconsin. He grew up in East Palo Alto, California, and attended Palo Alto High School. As a child, he had a goal to become a professional athlete, and he credits his commitment and access to sports as a means of overcoming obstacles.

"Growing up in East Palo Alto has its challenges," said Adams. "I had community support growing up to help keep me out of trouble and focused on my goals. I'm proud to partner with Optimum Nutrition to bring fitness resources to my community and hope my fans will support me and East Palo Alto."

Justin Jefferson (#TeamJett), entering his second season playing in Minnesota, grew up in Saint Rose, Louisiana. Despite facing challenges with poverty and crime, Saint Rose has produced some extraordinary professional athletes, including Jefferson.

"I want to give people in my community hope and positivity," said Jefferson. "Working with Optimum Nutrition to bring more fitness resources to Saint Rose will make a difference in people's lives. I want that fitness equipment to go in the new Ed Reed Park in Saint Rose, and hope my fans help me out."

Optimum Nutrition unveiled details of its Building Better Lives 5-Week Fitness Challenge this week. Building Better Lives is a national purpose-driven program to build awareness of the disparities in access to fitness and to provide fitness resources in underserved communities. The challenge, championed by pro football receivers Davante Adams and Justin Jefferson, provides free, expert fitness and nutrition resources online and drives public awareness and support for lasting fitness resources in their respective hometowns of East Palo Alto, California, and Saint Rose, Louisiana.

"No one should feel their fitness goals are out of reach," said Sarah Lombard, director brand marketing for Optimum Nutrition®. "Our Building Better Lives program aims to address access to fitness in communities that are underserved. We are thrilled to be partnering with Davante Adams and Justin Jefferson, who are channeling their competitive spirit in friendly rivalry to raise awareness of the need in their hometowns."

Fans and supporters who participate in the free fitness challenge can lend their support to Davante Adams and East Palo Alto or to Justin Jefferson and Saint Rose in two ways:

  • Participate in virtual classes as part of the free 5-Week Fitness Challenge.
  • Share and hashtag on social media to raise awareness.

Based on the amount of public support shown throughout the challenge, each community has the opportunity to earn the installation of permanent, outdoor community fitness equipment courtesy of Optimum Nutrition. Anyone inspired by the Building Better Lives program mission to improve access to fitness can join in the Optimum Nutrition® 5-Week Fitness Challenge by visiting ONBuildingBetterLives.com throughout the month of June. Each week, Optimum Nutrition will release fitness and wellness resources, including videos and downloadable tip sheets. Free content will include a variety of cardio and strength training workouts, nutrition tips, and mind-body wellness practices. Adams and Jefferson each will contribute content, which is suited for all levels of fitness, and Challenge participants will recognize other celebrities and notable names in sport among the hosts. Each time someone participates in a fitness activity, or shares on social media using designated hashtags, the Building Better Lives community of the user's choice will be one step closer to winning permanent outdoor fitness equipment funded by Optimum Nutrition.

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Source: Optimum Nutrition