Midwest Dairy’s partnership with the University of Nebraska–Lincoln (UNL) Campus Recreation, launched in 2024, continues to offer powerful ways to engage students where they live, learn, and lift. Over the past year, the collaboration included key student events, like the Big Red Welcome, and digital messaging on recreation equipment and video boards highlighting dairy’s role in wellness and sustainability.
In 2025, the partnership leveled up with the debut of the new Power Room at the UNL City Campus Rec Center, a space built for weightlifting and specialized training classes. When the Rec Center director sought a unique way to use a large blank wall, Midwest Dairy saw the opportunity to turn an empty space into a high-impact message zone.
In partnership with the MilkPEP marketing team, Midwest Dairy developed a bold wall graphic that reads: “Milk’s protein helps build stronger muscles.” This message reinforces dairy’s role in supporting strength, performance, and recovery, delivering a timely health message to an audience that values fitness and results. In one of the Rec Center’s busiest areas, the branded wall reaches 2,840 daily visitors and more than 1 million annually, including students, staff, and community members. This partnership is a win-win as it supports the Rec Center’s functional goals while showcasing dairy as a trusted part of a healthy, active lifestyle. With every rep, step, and sip, dairy fuels the journey!