Vitaco Health has launched its new women's health brand, ATHENA Sports Nutrition, with a major campaign created by JOY.

The launch campaign represents an investment of over $2 million, featuring The Matilda's Kyra Cooney-Cross, professional netballer Kim Ravallion, and basketball sharp-shooter Emma Clarke as brand ambassadors. The media spend will be backed by strong market distribution and media support.

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."

Vitaco Health, identified a gap in the sports nutrition category, which has been dominated by male brands for many years, designing the ATHENA range specifically for female biological formulating factors, such as Iron, Calcium, and Collagen, with Protein to enhance physical performance.

Principal of JOY, Martin Patton, said: "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."

The campaign strategy is powered by joint thinking with the PR, creative, social and media teams working seamlessly together across digital, out of home and social media platforms. JOY, an independently owned agency offering integrated services of brand consultancy, creative, social and media planning and buying, is at the helm of this initiative.

Creative Director at JOY, Libby Young, 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."