JOY empowers women athletes with launch campaign for ATHENA Sports Nutrition
JOY is helping the roll out of ATHENA Sports Nutrition – a women empowerment brand focusing on female athletes of all levels – with a new campaign.
The announcement:
A major campaign by JOY is supporting the launch of ATHENA Sports Nutrition, a new brand dedicated to empowering women in sports from grassroots to professional athletes representing Australia.
ATHENA’s parent company, Vitaco Health, identified a gap in the sports nutrition category when they saw that it had been dominated by male brands for many years. Not anymore. A collaboration between nutrition experts and professional female athletes, ATHENA is a sports nutrition range specifically made for female biological formulating +Factors like Iron, Calcium, and Collagen, with Protein to increase physical performance.
ATHENA’s mission is to champion women in sports at all levels and JOY has worked with Vitaco Health to roll out the biggest advertising campaign for female sports nutrition that Australia and New Zealand have ever seen. The campaign represents over $2 millions of investment, backed by strong market distribution and media support.
Cristy Riddell, marketing lead at ATHENA, said: “We built the ATHENA brand not only from what the science says athletic women need, but also what real athletes and experts have told us from their first-hand experiences. Our mission is to be the best sports nutrition brand that fuels performance and optimises recovery for athletic women at all levels. The brief to JOY was to launch the new ATHENA brand with impact, celebrating the ATHENA athletes who use our product as well as the benefits that elevate our product versus the pack.”
Three amazing female athletes have been selected as ATHENA’s first ambassadors and will be the faces of the first campaign, MADE DIFFERENT, namely Matilda’s Kyra Cooney-Cross, professional netballer Kim Ravaillion and basketball sharp-shooter Emma Clarke. The campaign strategy is powered by joined-up thinking with the PR, creative, social and media teams working seamlessly together across digital, out of home and social media platforms.
Martin Patton, principal of JOY, added: “It has been an absolute privilege to be involved in a campaign for a category game changer like ATHENA from its conception to its launch. ATHENA is unique in the market and it comes at the perfect time to support the next generation of rising athletes. We hope everyone will find the athletes as inspiring as we do.”
Libby Young, creative director of JOY, said: “It has been a dream to be part of the ATHENA journey from the start and to contribute to a brand that is 100% unapologetically dedicated to women. Collaborating with our client partners, our creative goal was to honour the strength and power of all female athletes, their aspirations and what sets them apart. The audience will be able to see a new side of our ambassadors, beyond the field and court, showcasing their journeys, training and paths to success.”
Contributors
Client: ATHENA
Marketing lead: Cristy Riddell
GM Vitaco Health: Alex Boden
Brand manager: Angela Taranto
Ass brand manager: Kristy Lervasi
Agency: JOY
Principal/ strategist: Martin Patton
Creative director: Libby Young
Designer: Sarah Straker-Williams
Designer: Nico Henrikson
Integration director: Amar Narula
Account director: Joel Wilson
Account executive: Olivia Migliorino
Media account director: Marissa Williamson
Social account director: Jordan Sisson
Operations director: Oscar Birken
Studio manager: Kath Hunter
Studio artist: Alex Hurst
PR: Cheeky Little
PR director: Steph Hudson
Production: Chisel
Partner: Zak Kaczmarek
GM: Isabelle Seeto
Director: Emily Mays
Senior producer: Emma Whitehouse
Australian Crew:
DOP: Jarryd Sinclair
Gaffer: Nik Damianakis / Teretano Reti
Grip: Jonathan Scott / Josh Turner
Stills: Mackenzie Sweetnam
London Crew:
DOP: Natalja Safronova
Gaffer: Hollie Mapp
Stills photographer: Gray Hughes
Edit: Chisel Post
Mix: Klang
VFX: White Chocolate
Grade: Peter Danks
Source: Kicker Communications
Keep up to date with the latest in media and marketing
