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WATCH ON DEMAND FROM 25 Jan 2021
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Under Armour boxes clever with Anthony Joshua

Clothing brand Under Armour has teamed up with Anthony Joshua to channel the boxer's mental focus as an athlete via a 60 second shadow boxing metaphor.

Devised by Lucky Generals, in partnership with Dark Horses, the high-concept campaign brings the brand's I WILL positioning to life by inspiring young athletes everywhere with Joshua’s thirst for success.

In a statement Lucky Generals said: “Using the metaphor of shadow boxing, the campaign dramatizes how even great athletes like AJ in the world must overcome their internal demons to really improve their performance and deliver when it matters.”

Launching today the campaign will span digital, PR, retail and OOH, running continuously until Joshua faces off against Joseph Parker on 31 March in Cardiff.

Under Armour recently overhauled its leadership team following a string of departures.

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