Australian sports nutrition brand, Musashi, has launched a new campaign, 'Game Day', which it's planning to make the country's largest sports nutrition campaign of 2024.

The campaign was created by independent agency JOY and features emerging sports stars and Musashi athlete ambassadors, focusing on the emotion, intensity, and self-reflection that occurs before a player steps onto the field. The 'Game Day' campaign is running across Television, Out of Home (OOH), Digital, and Social channels. It includes five sport code-specific TVCs and a series of athlete-focused digital and visual executions.

The campaign is supported by partnerships with major sports media including Fox Sports, Kayo, ESPN, and Optus Sports. It also includes Out of Home formats across transit, street furniture, and sport precincts, featuring codes and athletes selected to match local sporting preferences.

"Our creative brief to JOY was to continue the athlete’s journey with Musashi, taking them from our Performance Lab to the Locker Room," Musashi Marketing Director Amy Huntley, said. "Selecting the right athletes to play out our all-sports strategy was essential, but it was also important that they could connect with our consumers. 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."

The campaign is part of Musashi's long-term strategy of evolving from a bodybuilding-focused brand to one that is relevant to all sports codes and teams. The campaign features a line-up of professional ambassador athletes across a wide range of sports who rely on Musashi products to power their performance.

Creative Director at JOY, Libby Young, 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," she said.

Principal at JOY, Martin Patton, was confident about the campaign's potential impact.

"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," he added.

The campaign was supported by Chisel Productions.