ATHENA Sports Nutrition's 'MADE DIFFERENT' via JOY

11 June 2024

Creative Agency: JOY

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To champion women in sport.

A campaign by JOY is supporting the launch of ATHENA Sports Nutrition.

ATHENA’s parent company, Vitaco Health, identified a gap in the sports nutrition category dominated by male brands for many years. 

A collaboration between nutrition experts and professional female athletes, ATHENA is a sports nutrition range  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 campaign. The work represents more than $2 million of investment, backed by market distribution and media support.

“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," ATHENA marketing lead Cristy Riddell said.

"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 female athletes have been selected as ATHENA’s first ambassadors and will be the faces of the first campaign, MADE DIFFERENT, including 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 together across digital, out of home and social media platforms. 

JOY principal Martin Patton said it has been a 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.” 

JOY creative director Libby Young said it's 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.”


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

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