Under Armour boxes clever with Anthony Joshua

Clothing brand Under Armour has teamed up with Anthony Joshua to channel the boxer's mental focus as an athlete via a 60 second shadow boxing metaphor.
Devised by Lucky Generals, in partnership with Dark Horses, the high-concept campaign brings the brand's I WILL positioning to life by inspiring young athletes everywhere with Joshua’s thirst for success.
In a statement Lucky Generals said: “Using the metaphor of shadow boxing, the campaign dramatizes how even great athletes like