Under Armour renews Anthony Joshua deal, launch AI commercial

On the eve of his championship fight (8 March) British boxer Anthony Joshua (AJ) has signed a new long-term renewal with Under Armour (UA) “ahead of [a] pivotal year”.

To mark the occasion, UA has produced an artificial intelligence-driven commercial ‘Forever Is Made Now’ as the two-time Heavyweight Champion of the World prepares for his upcoming ‘Knockout Chaos’ clash with Francis Ngannou.

The film is directed by Wes Walker, who worked with the Tool AI team to create a film that captures the intensity of Joshua’s dedication to boxing, allowing Under Armour “to tell this unique narrative without accessing AJ, as he finalises his fight preparations”. 

The short film also “encapsulates the mindset with which AJ is approaching this fight, not seeing it as a stepping stone but instead hyper focused on the present”.

Under Armour also emphasised its long-time association “providing AJ with leading performance solutions in and out of the ring since 2015”, supporting him on his journey to become a two-time unified heavyweight world champion over the last eight years. 

Kevin Ross, UA Managing Director EMEA, added:  “[Our] partnership with AJ has been instrumental in the growth of the brand in the EMEA region over the past eight years. Still as humble and hungry as ever, AJ continues to be an inspiration for millions around the world, both inside and outside the ring. We look forward to more success together in this next chapter.”