Lynx: The Lynx Brotherhood

Male grooming brand Lynx has launched its latest film featuring ambassador and Heavyweight Boxing Champion of the World, Anthony Joshua OBE. The film aims to encourage men to celebrate who they are and to be their best and most confident selves, no matter what, and by doing so becoming part of the ‘Lynx Gold Brotherhood’ community.

Set in an industrial workshop - a world far removed from the boxers’ usual surroundings - AJ is seen creating bespoke gold belts and stamping them with the Brotherhood seal of approval, before sending them out to the guys he admires for simply being themselves with conviction.

The film has been created to inspire all men to be proud of having ‘gold’ in them and being worthy of recognition, whoever they are; from the gamer who’s confident enough to take on any challenge, the skateboarder who isn’t afraid to get back up (despite his many knockdowns) and the guy that doesn’t shy away from covering his meal in the hottest sauce.

The Lynx Brotherhood film will be appearing in cinemas and on TV and VOD from the beginning of September and will be followed by the launch of a Lynx Anthony Joshua’s limited-edition Gold grooming range, available in stores nationwide from 17 September.