JOY spotlights women’s sport in Athena Sports Nutrition launch campaign

JOY Athena sports nutrition

Athena is a new sports nutrition range specifically made for women.

JOY has launched a campaign supporting Athena Sports Nutrition as it debuts on the market, with the messaging focussing on empowering women in sports – from grassroots to professional athletes.

Owned by parent company, Vitaco Health, Athena is a sports nutrition range specifically made for women. The JOY campaign represents over $2 millions of investment, backed by 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 female athletes have been selected as Athena’s first ambassadors and will be the faces of the first campaign, Made Different – Matilda’s Kyra Cooney-Cross, professional netballer Kim Ravaillion, and basketball sharp-shooter Emma Clarke.

Martin Patton, principal of JOY, said it had 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, added “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.”


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

See Also: Mediaweek Agency 50: Simon Rush looks ahead to marking 20 years of JOY

To Top