Under Armour "Beyond the shadow of doubt" by Lucky Generals and Dark Horses

Under Armour highlights boxing champion Anthony Joshua's mental determination to inspire young athletes.

The new campaign, the first work for the brand by Lucky Generals and sister sports marketing agency Dark Horses, uses the metaphor of shadow boxing to dramatise how even great athletes like Joshua must overcome their internal demons to succeed. It will run across digital, PR, retail and outdoor until Joshua’s next big unification fight against Joseph Parker on 31 March in Cardiff. 


SFX post
Production company (print/retail)
Retouching and CGI