Ahead of his major heavyweight clash with mixed martial artist Francis Ngannou this Friday (8 March), Anthony Joshua has signed a new long-term deal with longtime partner Under Armour.
The former boxing world heavyweight champion has been sponsored by Under Armour since 2015. The sportswear firm will continue to be branded on Joshua’s trunks for the Ngannou fight in Saudi Arabia and beyond.
Joshua commented: “Under Armour has been in my corner for over eight 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.”
In recognition of the partnership extension and to promote the fight on Friday, Under Armour launched a new AI commercial featuring Joshua, entitled ‘Forever Is Made Now’.
Directed by Wes Walker, the short film aims to encapsulate the mindset of Joshua approaching the Ngannou fight, focusing on the present and not taking the former UFC world heavyweight champion lightly, in what is only his second professional boxing bout.
Kevin Ross, Managing Director EMEA at Under Armour, added: “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.”
