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Under Armour, the US sportswear brand has recently extended its partnership with British heavyweight boxer Anthony Joshua. This renewal comes ahead of Joshua's upcoming fight with Francis Ngannou, a heavyweight mixed martial arts fighter and professional boxer.
AI-Driven Commercial by Under Armour
Under Armour's announcement of the partnership renewal, as per Fashion Network, was accompanied by the release of an AI-driven commercial titled 'Forever Is Made Now.' The film, directed by Wes Walker in collaboration with the Tool AI team, aims to showcase Joshua's dedication to boxing as he prepares for the 'Knockout Chaos' clash with Ngannou.
SportCal noted that the partnership between Anthony Joshua and Under Armour has been longstanding, dating back to 2015. Under Armour has been a key supporter of Joshua, providing leading performance solutions both in and out of the ring. This collaboration has been vital in Joshua's journey to becoming a two-time unified heavyweight world champion.
In preparation for the upcoming fight, the short film 'Forever Is Made Now' captures Joshua's intense focus on the present moment rather than viewing the fight as a mere stepping stone. The film emphasizes Joshua's mindset as he approaches the challenge with unwavering determination.
Under Armour's Ongoing Support
Under Armour's Managing Director for EMEA, Kevin Ross highlighted the pivotal role of the partnership with Anthony Joshua in the brand's growth within the region. The collaboration has not only enhanced Under Armour's presence but also inspired millions worldwide.
Joshua expressed gratitude towards Under Armour for their continuous support over the past eight years. The partnership has been integral to Joshua's athletic development, pushing him to strive for excellence and continuous improvement.
As the partnership between Anthony Joshua and Under Armour enters a new phase, both parties look forward to achieving more success together. Joshua's unwavering dedication and humility continue to inspire a global audience, both inside and outside the boxing ring.
Photo: Under Armour Newsroom
