MADRID, 6 Mar. (EUROPA PRESS) –
British boxer Anthony Joshua, two-time IBF heavyweight world champion, and Under Armor have renewed their long-term collaboration in a decisive year for the boxer and just before his fight against Cameroonian Francis Ngannou, which will take place this Friday in Riyadh.
To commemorate this renewal, Under Armor has produced the ‘Forever Is Made Now’ AI spot as Joshua prepares for combat with the best high-performance solutions in and out of the ring since 2015, supporting him on his path to becoming a two-time unified world champion. heavyweight over the last eight years.
Before his ‘Knockout Chaos’ fight against heavyweight mixed martial arts fighter and professional boxer Francis Ngannou, Under Armor celebrated this renewal with a short film that summarizes the mentality with which ‘AJ’ prepares for the fight.
He does not see it as another stepping stone but rather remains hyper-focused on the present. Not because he doesn’t care about her story or her legacy but rather because he knows the only way to tell it is in the present tense. The future is made when you fight as if there were no tomorrow.
The short film ‘Forever Is Made Now’ has been directed by Wes Walker, who worked with the Tool AI team to create a film that captures Joshua’s intense dedication to boxing, allowing Under Armor to tell this unique story without having to come into contact with ‘AJ’, while he finalizes his preparation for the fight.
“Under Armor has been in my corner of the ring for over 8 years now, together we have been on an incredible journey, constantly pushing me to be a better athlete. It is great to confirm the renewal of our long-term collaboration to continue the next stage of my journey. “They have always supported me to give even more of myself and are my oldest partners since I started boxing,” said Anthony Joshua.
“Under Armor’s collaboration with AJ has played an instrumental role in the brand’s growth in the EMEA region over the past eight years. As humble and ambitious as ever, AJ continues to be an inspiration to millions of people around the world, both inside and outside the ring. More successes await us together in this next chapter,” said Kevin Ross, EMEA general manager at Under Armour.