STORM THROUGH

Under Armour invited us to introduce their new Run for Sport platform in Europe. We started with an insight from Anthony Joshua’s own training camp. AJ runs in the elements, using the harsh winter weather in northern UK to build not only physical but mental strength.

But boxing is never easy. Two weeks before the shoot, in one of the sport’s biggest upsets, Anthony Joshua lost his three heavyweight belts to Oleksandr Usyk. And while the world asked if AJ was over, we doubled down on our champ, launching a pan-European campaign and seizing the moment for Under Armour to tell a true boxing redemption story.

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Agency: 72andSunny / Amsterdam
Role: Creative Director / Writer
Director: Gustav Johansson