Celsius turns to AFL and fitness creators for Australian growth push

Celsius is giving its global LIVE.FIT.GO. platform a distinctly Australian edge, turning to AFL star Josh Daicos, fitness creators and embracing lifestyle moments to further its local ambitions.

The energy brand launched LIVE.FIT.GO. globally last year as a platform designed to build awareness across international markets and position Celsius around movement, ambition and everyday achievement.

In Australia, the platform is being localised through Team Celsius ambassadors, retail activity, social, digital and community-led fitness moments.

The latest phase launched locally on 1 July and will roll out across social media, digital, ambassador content and retail channels, with activity designed to reinforce the LIVE.FIT.GO. message across multiple touchpoints throughout the year.

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Andrew Brooks, head of marketing ANZ at Celsius, said Australia remained a key growth market as the brand expanded its international footprint.

“Since launching locally, we've been really encouraged by the response from both retailers and consumers,” Brooks said.

“We've continued to grow our distribution, build brand awareness and strengthen our presence within the functional energy category, which gives us confidence in the long-term opportunity for the brand here.”

As part of its local activity, Celsius has signed Daicos as a Team Celsius ambassador. Brooks said the Collingwood midfielder was chosen because his profile and mindset aligned with the campaign’s focus on movement, consistency and active lifestyles.

“Josh was a natural fit for Team Celsius because he genuinely embodies the values behind the LIVE.FIT.GO. campaign,” Brooks said.

“His success is built on discipline, consistency and the habits he commits to every day, not just on game day. We're always looking to partner with people who authentically reflect our brand values, and Josh's approach to both football and life made him an obvious choice.”

Brooks said ambassadors play a central role in making the global platform feel local, with the brand looking for people who demonstrate the values of LIVE.FIT.GO. rather than simply front a product campaign.

“LIVE.FIT.GO. is an important brand platform for Celsius in Australia. It's designed to showcase the mindset behind the brand, celebrating movement, consistency and active lifestyles in a way that's authentic and relatable,” he said.

“Ambassadors play an important role in bringing that to life because they demonstrate those values every day. Their stories help us connect with consumers in a genuine way, alongside broader investment across earned media, social, digital, retail and partnerships.”

The campaign has been developed in collaboration with Celsius’ global and local marketing teams, with creative execution adapted for the Australian market alongside agency partners.

The Australian push also includes fitness-led community activity. Celsius will host a training session on the Gold Coast on 12 July led by ambassador and fitness influencer Annabelle Ronnfeldt, bringing together athletes, creators and wellness enthusiasts.

The activation points to how Celsius is looking to build the brand around participation and lifestyle, not just product distribution, as it competes in Australia’s growing functional energy category.

The brand is also using retail launches to support trial, including the arrival of Sparkling Orange through 7-Eleven in July before a wider rollout.

But Brooks said the broader focus remained on building sustainable growth by increasing availability, driving trial and educating consumers on what makes Celsius different.

“We're seeing strong momentum across the Australian market, with continued growth in distribution and increasing consumer awareness since launch,” Brooks said.

“Our focus remains on building sustainable, long-term growth by increasing availability, driving trial and continuing to educate consumers about what makes Celsius different.”