Made Different

Working with our client partners at Vitaco, we identified a gap in the male-dominated sports nutrition market and created ATHENA, a range designed for female biology, developed by nutrition experts and female athletes.

Our goal was to launch ATHENA with impact, celebrating the athletes who use it and highlighting what sets it apart. Five superstar athletes - Kyra Cooney-Cross, Kim Ravaillion, Emma Clarke, Grace Nweke, and Michaela Blyde - became the face of the "Made Different" campaign, the largest female sports nutrition campaign Australia and New Zealand had seen.

We showcased the athletes' journeys and training, celebrating their strength and unique qualities while championing women in sport. It was such a privilege to be part of a team building a brand 100% unapologetically dedicated to women.

Fuelling Futures

Sports nutrition is crowded. But female athletes? Still underfunded, underrepresented, and too often overlooked. With Fuelling Futures, we set out to change that.

ATHENA’s first-ever sponsorship program gave five rising athletes the support they need right at the make-or-break stage of their careers - not just product in their gym bags, but recognition, mentorship, and a platform to shine.