RDX Sports wanted to create a buzz around their newest ambassador, Anthony Joshua, in the run-up to his US fight. They approached us to produce a TV spot, alongside a piece of content for their online channels with the capacity to go viral.
We burrowed into the minds of boxing fans to create a TV spot that would resonate with fighters. It focused on the core elements of boxing technique; the learning of a combination that every boxer purchasing their products could relate to.
The viral video once again revolved around Anthony’s strength. However, this time, it showcased his well-documented humble and positive spirit, an angle that we knew would capture people’s attention.
Launched on NBC sports and at the Creed premiere in Las Vegas, the TV spot generated massive exposure for RDX Sports and Anthony Joshua before the fight.
Once released, the viral video gained over 350,000 views across social channels. It was also broadcasted on five major news channels, including SBTV, The Mirror, ITV and Yahoo Sports.