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Under Armour and Anthony Joshua Unleash ‘Forever Is Made Now’ – A Powerful AI Sports Commercial Ahead of ‘Knockout Chaos’ Clash

AJ in Forever Is Made Now campaign film

Under Armour has been 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. 

Ahead of his ‘Knockout Chaos’ clash with heavyweight mixed martial artist and professional boxer Francis Ngannou, Under Armour marked the renewal of their long-term partnership with the release of an AI sports commercial with AJ, entitled ‘Forever Is Made Now’.

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

Not because he doesn’t care about his story or legacy, but because he knows the only way to tell it is in the present tense. The future is made when you fight like there is no tomorrow.

Titled ‘Forever Is Made Now’, 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 finalizes his fight preparations. 

“Under Armour has been in my corner for over 8 years now, going on an incredible journey together as we constantly pushed to make me a better athlete. It feels great to confirm a renewed long-term partnership to go on the next part of my journey. They have always supported me to strive for more and have been my longest-standing partner since I started out in boxing.”

Anthony Joshua, UA athlete and two-time Heavyweight Champion of the World  

“Under Armour’s 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.”  Kevin Ross, Managing Director EMEA at Under Armour  

“We are delighted to be signing a long-term deal with Under Armour. We began our journey together in 2015 and the brand continues to innovate and help Anthony achieve his performance goals. The partnership has had global impact for both AJ and the brand.” 

Freddie Cunningham, CEO of 258 MGT

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