RDX & Anthony Joshua
RDX Sports quickly established themselves as the leading British combat sports and fitness brand in the UK. RDX wanted to create a buzz around their newest ambassador, Anthony Joshua, in the run-up to his US fight. They approached us to create a TV commercial, alongside social media content for their online channels.
The Project
Working closely with RDX, we ventured into the minds of boxing fans and their desired audiences to create a TV commercial that would resonate with both fighters and fans.
To engage fighters – the commercial focused on the core elements of boxing technique; something that every boxer purchasing RDX’s products could relate to.
To engage fans – the video (which soon went viral) revolved around Anthony’s impressive skill whilst also showcasing his humble and positive spirit. This was an angle that we knew would capture the attention of a wide audience and engage sports fans.
Launched on NBC Sports and at the Creed premiere in Las Vegas, the TV commercial generated massive exposure for RDX Sports and Anthony Joshua before the fight.
Once released, the viral video gained over 350,000 views across social media channels. It was also broadcasted on five major news channels, including SBTV, The Mirror, ITV News and Yahoo Sports.
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