For the past 3 years, MOVEMENT by Michelob ULTRA has brought fun, large-scale wellness festivals to cities across the country connecting fitness communities to consumers with a healthy lifestyle who enjoy beer. MOVEMENT by Michelob ULTRA helped the brand gain credibility in the wellness space and was a hit with consumers across the country, helping to disrupt traditional notions of what well-being is. As plans were put in place to continue the series in 2020, the COVID-19 pandemic hit globally, postponing events and forcing gyms and fitness studios to close. Trainers as well as staff were left jobless while gym goers experienced a huge challenge in maintaining their health and wellness and feared their favorite fitness communities would have to shut down for good.
July 25, 2024
