JOY spotlights women’s sport in Athena Sports Nutrition campaign [Video]

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 …