Under Armour ‘Storm Through’
Featuring Anthony Joshua
We all know boxing is as much of a mental sport as it is a physical one. A boxer’s mental state and toughness can determine if they’ll lose or win a fight and no one knows that better than Anthony Joshua. To help himself prepare between fights, AJ likes to run – often training in extreme elements like rain, hail, sleet and snow – in order to build mental strength and stamina.
In this campaign, we explore how AJ uses his outdoor training to help mentally ‘storm through’ a fight. We use the boxing corner as a visual parallel to AJ’s training in the harsh winter. The water, the ice, the thundering on his ears. Enough to put a champion back on his feet.
CLIENT:
Under Armour
MARKET:
Global
MEDIA:
Film, Social,
OOH and
In Store/Retail
“I do a lot more running outdoors. I think it is better than being on the treadmill. When you are out, you have to fight and you have got to climb up that hill. And when it’s cold it is like you are running at altitude because you can’t breathe properly so you are fighting just to get your breath. But all these things make it easier when it comes to competing in your sport.”
ANTHONY JOSHUA
OOH AND PRINT
