Michelob Ultra is reframing the conversation around health and wellness by debunking the myth that you need to make extreme trade offs between being fit and enjoying life. The Olympic games are the epitome of this extreme pursuit of perfection, where the athletes are encouraged to sacrifice everything, literally years of their youth, for their chance at glory. However, some of the most successful Olympic athletes of all time buck the trend, specifically Usain Bolt who is known for having a good time on and off the track.
Together, Bolt and Michelob Ultra are turning the unrealistic expectations of the fitness industry on their head and re-defining the conventions of well-being, proving that fitness and fun can coexist in this global integrated campaign that ran on TV during the Olympics.
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