Objective >

Fitness First wanted to activate its partnership with the AFC Women’s Asian Cup Australia 2026 and connect authentically with football and fitness audiences.

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Action >

interPlay developed and delivered a talent-led content campaign featuring former Matilda Amy Harrison and football coach and creator Lee Jones of Joner Football.

 

Bringing together Amy’s elite playing experience and Lee’s coaching expertise, the campaign connected football skills, training and performance with the Fitness First brand through authentic, social-first content.

 

Reaction >

The campaign brought Fitness First’s tournament partnership to life through credible and relevant content - combining elite athlete insight, practical football expertise and an accessible fitness message for fans and members.