AJ LOCKS IN UNDER ARMOUR EXTENSION

Anthony Joshua has signed a long-term partnership renewal with US sportswear brand Under Armour.

The British two-time former unified world heavyweight champion first partnered with Under Armour in 2015 and has now announced the extension of the relationship ahead of his fight against Francis Ngannou in Saudi Arabia on Friday 8th March.

To mark the occasion, Under Armour has produced a new commercial entitled Forever Is Made Now. 

Directed by Wes Walker, the film aims to capture ‘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.’ 

Anthony Joshua, said, “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.”

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

Anthony Joshua is represented by UK-based athlete management agency 258 MGT.

Freddie Cunningham, CEO of 258 MGT, added, “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.”