RDX Sports are quickly establishing themselves as the leading British Combat sports and fitness brand in the UK.
RDX wanted to create a buzz around their newest ambassador, Anthony Joshua, in the run-up to his US fight. They approached our Production Company to produce a TV commercial, alongside some sports social media content for their online channels that could go viral.
Working closely with RDX, we burrowed into the minds of boxing fans and their desired audiences to create a TV commercial that would resonate with both fighters and fans.
To engage fighters – the commercial focused on the core elements of boxing technique; something that every boxer purchasing RDX’s products could relate to and engage with.
To engage fans – the video (which soon went viral) revolved around Anthony’s strength whilst also showcasing his well-documented humble and positive spirit. This was an angle that we knew would capture the attention of a wide audience and engage sports fans.
Launched on NBC sports and at the Creed premiere in Las Vegas, the TV commercial generated massive exposure for RDX Sports and Anthony Joshua before the fight.