Lucozade film chronicles Anthony Joshua’s journey from troubled past to heavyweight champion of the world
Lucozade has created a film telling the origin story of Anthony Joshua’s tumultuous past as the heavyweight champion prepares for the biggest fight of his life later this month.
The IBF heavyweight champion is currently preparing to face-off against one of the most highly regarded heavyweights in recent memory when he steps in the ring with Wladimir Klitschko at a 90,000-capacity sold-out Wembley on 29 April.
Lucozade is looking to capitalise on the fervour around the title fight with a new film showing the 27-year-old’s life to date.
The ‘Made to Move’ short film shows Joshua’s humble beginnings in Watford, charting his participation in football and athletics as a young boy to later fleeing from police and his subsequent arrest in 2009 which saw him in an ankle tag.
“I'm not usually one to look back but I liked the concept for the short film. It has been a real journey from growing up in Watford to fighting at Wembley Stadium,” said Joshua.
“Everything in between; all the things I have done and all the people that have supported me, have made me who I am today and this film illustrates that.
“I am excited to share my journey with my fans and I hope that it inspires the hunger in others.”
The 90-second film also shows how Joshua turned his life around after his arrest, focusing on his training while working as a brick layer before going on to win Olympic gold at the 2012 London Games.
The ad will be aired on Sky Sports as the last advert before Joshua enters the ring for his bout against the Ukrainian and builds on his other work with the drinks brand, who he initially partnered with in June last year.
Since then he has worked with Lucozade Sport to promote its Made to Move campaign which was created by Grey London and aims to inspire more people to take up exercise. His involvement with the campaign has included holding live workouts sessions streamed online which the brand says saw more than 60,000 people take part.