NEVER WITHOUT A FIGHT
In boxing, one action is the most powerful metaphor for the whole sport. The moment a boxer sits down, looks at his own hands and begins the timeless ritual of wrapping his hands.
His story, mentality, his whole spirit is wrapped around his hands and he turns them into a pair of fists. Right there, he becomes a fighter.
To introduce Under Armour's new positioning, we partnered with heavy-weight champion Anthony Joshua to tell his journey, in the build up to his next and potentially last title fight.
Agency: Under Armour
Role: Chief Writer
Director: Marleaux Desiré / Birth