Musashi launches ‘Game Day’ campaign via Joy as it looks to shift brand image beyond bodybuilding roots

Musashi launches 'Game Day' campaign via Joy as it shifts brand image beyond bodybuilding roots

The campaign aims to resonate across major sports like MMA, NRL, AFL, Cricket, and Rugby.

Musashi has launched a new campaign, Game Day, in collaboration with independent agency JOY and Chseil Productions as the sports nutrition retailer aims to shift its bodybuilding-centric brand to one that caters to all sports and teams.

Together, the collaboration has launched an integrated campaign across television, digital, out-of-home, and social platforms, as it showcases rising stars from various sporting disciplines, including NRL, AFL, and NBL, as the newest Musashi ambassadors.

Building on Musashi’s long-term strategy of shifting from a bodybuilding-focused brand to one applicable to all sports, the GAME DAY campaign aims to resonate across major sports like MMA, NRL, AFL, Cricket, and Rugby.

Libby Young, creative director at JOY, said: “It was an exciting creative challenge to find the narrative that would transcend codes and athletes whilst connecting with our audience. The Musashi Locker Room is positioned as a place of reflection in those moments before the big game, where preparation is everything.”

Amy Huntley, marketing director at Musashi, said selecting the right athletes was “essential” to fulfil the creative brief, continuing the athlete’s journey with Musashi from the Performance Lab to the Locker Room.

Said Huntley: “This year we added young NRL superstar Reece Walsh, AFL’s rising star Cody Weightman and NBL icon Xavier Cooks. The campaign was further strengthened by developing sport-specific assets featuring all of our athlete ambassadors, which we expect will create relevance and ultimately help us form a greater connection with our consumers.”

Martin Patton, principal at JOY, added: “The message is clear: Musashi prepares you to perform at your best, to hit the field, court or octagon with all the confidence you need to win.

“We’ve been on a tremendous growth journey with Musashi, and like the brand, the passion from our client and agency teams is relentless, and the sales and brand health results indicate that our approach is working. We’re looking forward to celebrating another year of cracking the code to success together.”


Client: Musashi
Amy Huntley – Marketing director
Ross Webb – Brand manager
Hal Titmarsh – Marketing coordinator 

 Agency: JOY
Martin Patton – Principal/strategist
Libby Young – Creative director
Malcom Caldwell – Creative director
Ian Broekhuizen – Creative director
Amar Narula – Production integration director
Joel Wilson – Account director
Marissa Williamson – Media account director
Nick Kyprianou-Brown – Head of social 

Production: Chisel Productions
Zac Kaczmarek – Director
Pat Sidoti – Executive producer

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

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