Michelob ULTRA

I shaped brand and campaign strategy for Michelob ULTRA, connecting run culture and everyday fitness to its positioning as a low-calorie, low-carb light beer. The campaign reframed the brand as part of an active lifestyle.

A key moment included partnering with Usain Bolt to launch the ULTRA Beer Run, a culturally relevant activation that rewarded movement with beer. From “running a tab” at bars nationwide to trading workout miles for free ULTRAs, the campaign blended fitness, social culture, and brand storytelling to drive awareness, participation, and relevance with an active, health-minded audience.