Michigan football coach Jim Harbaugh landed a milk endorsement after marketers for the brand fairlife saw his answer at a press conference last season.
At the 2015 Michigan football media day, a 6-year-old named Brady Carpenter asked Harbaugh how much milk he would need to drink to grow up to be a quarterback. Harbaugh's answer? "As much as your little body could hold."
Fairlife, an ultrafiltered milk brand partly owned by Coca-Cola, took advantage of the opportunity and provided Brady with a lifetime supply of milk. That's a pretty substantive value given that fairlife costs more than double conventional milk due to its patented filtering process, which it says allows their product to have 50 percent more protein and 30 percent more calcium than their competitors.