CHALLENGE

Our challenge was to grow and evolve the perception of Under Armour’s brand, products and sponsorships in the UK. 

We needed to make the most out of Anthony Joshua’s relationship with Under Armour.

SOLUTION

Following Anthony Joshua’s victory over Wladimir Klitschko, ENGINE Sport launched ‘The Road to Greatness’ in partnership with Grime artist Kano. The film is a celebratory post-fight homage to the new world heavyweight champion, and formed part of Under Armour’s “#IWILL’ campaign.

The rapid turnaround production, which took only two weeks from start to finish, was shot on-location at the famous Repton Boxing Club in East London and directed by Harry Barber. 

We commissioned UK grime artist Kano to write a spoken word tribute to celebrate Joshua’s epic victory. 

Released seconds after his victory, the video has been seen by over 20m people and was turned into a TV ad that premiered during the NBA Playoff Finals across the US.

IMPACT

Originally released on Under Armour’s social channels immediately after Joshua’s victory, the film amassed over 3m organic views in two days, before going on to exceed 11m in a single week. 

This global online success spurred on the client, agency and production company to work throughout the week after the fight to re-negotiate and re-cut the spot for broadcast transmission.