Utilise the hype of Anthony Joshua’s fight with Vladimir Klitschko, to establish Under Armour as the number one destination for sports fitness goods.

The Brief

Anthony Joshua is an Under Armour brand ambassador and is about to fight Vladimir Klitschko in front of a record-breaking crowd at Wembley Stadium.

We were tasked with amplifying this organic hype with AJ video content to increase awareness and affinity of a sporting audience towards Under Armour.

What We Did

Under Armour had produced a hype film that was already getting us pumped for the fight. Our challenge was to get the UK as excited as we were.

As part of a digital only campaign, PMP deals were set up with premium sports, training, and male culture publishers to access their video inventory. Alongside this we set up a bespoke targeting segment, to reach users who were in-market and have a greater affinity towards training clothing.

Finally, tactical Twitter bursts ran throughout the week focusing on appearing around organic hype for the fight. This included; a BBC documentary on AJ, his open training sessions, the final press conference, and the fight itself.

However, there was a twist.

The moment Anthony Joshua landed the final, devastating punch of the epic 11 round bout, we went live with a film celebrating his victory. Featuring grime artist Kano, the film relied on its voiceover, meaning we needed to be in audio-on environments. We used Clearstream’s technology to only serve out our video where we knew the user’s audio was on in the 7 days following the fight, taking the hype around AJ to fever pitch.

The Results

Both the fight and our campaign exceeded expectations. The combination of shrewd buying and brilliant creative led to record video completion rates, driving the association between Under Armour and Joshua and seeding the idea that Under Armour enables his training, and therefore his victory.

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