RDX x Anthony Joshua
Ambassador Campaign
Project Snapshot:
Campaign: RDX x Anthony Joshua brand ambassador campaign
Audience: Boxing fans, AJ fans, amateur fighters, and fitness enthusiasts
Services: Creative strategy, TV commercial production, social content, on-location filming, and post-production
Deliverables: 1 x TV commercial and supporting social media campaign
Platforms: NBC Sports, social media, international broadcast
Results: 350K+ views, featured across five major news outlets
Championing a Global Ambassador
RDX Sports had signed Olympic gold medallist and undefeated heavyweight champion Anthony Joshua as its newest global ambassador and needed a launch campaign worthy of one of boxing's fastest-rising stars.
With Joshua preparing for his televised fight against Dillian Whyte, Bearded Fellows was commissioned to produce an international TV commercial with supporting digital content that would introduce both the athlete and the RDX partnership to a wider US audience.
The campaign celebrated Anthony Joshua's technical excellence alongside the discipline that made him one of Britain's most respected sporting figures, presenting him as a natural ambassador for the RDX brand. It was designed not only to reinforce his reputation with existing boxing fans, but also to help introduce him to a growing American audience.
Speaking to Fighters and Fans
For fighters, the commercial focused on the discipline, precision and technique at the heart of boxing. Rather than relying on spectacle alone, the campaign celebrated the craft of the sport and the equipment that supports it.
For fans, we leaned into what made Anthony Joshua one of Britain's most admired sports personalities. Alongside his athletic ability, the film highlighted the humility and determination that had earned him a loyal following beyond boxing. This combination created a campaign that felt equally at home with seasoned fighters and casual sports fans.
Built for Broadcast
Designed for both television and digital platforms, the campaign launched across US broadcast and online channels at a pivotal moment in Anthony Joshua's career.
The commercial aired on US television in the build-up to his televised fight with Dillian Whyte, helping raise Joshua's profile with American audiences while giving RDX Sports international visibility alongside one of boxing's fastest-rising stars.
The Final Bell
Premiering on NBC Sports, the campaign introduced the new ambassador partnership to an international audience before generating more than 350,000 views across social media.
The commercial was subsequently featured by five major media outlets, including The Mirror, ITV News and Yahoo Sports, significantly extending its reach and helping position RDX alongside one of the biggest names in world boxing.
Bearded Fellows transformed an ambassador announcement into an international campaign that connected with both boxing purists and mainstream sports fans, strengthening RDX Sports' position as a premium combat sports brand while helping introduce Anthony Joshua to a wider audience ahead of one of the defining fights of his early career.
Planning a TV campaign?
Let’s create advertising that captures attention, communicates clearly, and delivers real impact.
Speak to our team and start shaping your next campaign!