BROOKLYN, N.Y. – WWE and MilkPEP – the same organization that presented the highly influential “got milk?” series – have announced a new partnership centered on a brand-new campaign called Protein Fight Club. The partnership was launched at the world famous Gleason’s Gym underneath the Brooklyn Bridge where MilkPEP introduced Protein Fight Club alongside Triple H and Stephanie McMahon.

While the first rule of “Fight Club” is to not talk about “Fight Club,” the first rule of Protein Fight Club is to tell everybody about it.

“WWE partnering with milk is an incredible opportunity to spread the message about good nutrition and healthy living for kids,” Stephanie told in an exclusive interview at the event. “It’s an important message for working parents. It’s incredibly important to have milk as an easy way to ensure that our kids get all of the protein and nutrients they need to get them through the day.”

Julia Kadison, MilkPEP’s vice president of marketing, began the presentation, noting that Protein Fight Club encourages drinking milk in a new, unique way. She reminded members of the media in attendance that while experts recommend including 20 to 30 grams of protein with each meal, most adults only consume 10 to 12 grams at breakfast. But milk, with its eight grams of protein in every eight-ounce serving, can easily solve that problem. Dave Grotto, a registered “Guy-a-tician” and author of this year’s book, “The Best Things You Can Eat,” echoed the importance of milk and unveiled the campaign’s hashtag: #MilkWins.

The action really got under way when Triple H became so fired up discussing milk, he needed to be calmed down by Stephanie. WWE’s COO explained to the attendees that he understands the importance of the protein milk can provide, and together, the husband and wife duo introduced a series of three vignettes. Each video featured milk battling a common morning food in the Protein Fight Club, but of course, in each one, #MilkWins. The Game even joked that the breakfast burrito looked a bit like The Undertaker once milk was through with it.