A heartfelt ad from sportswear challenger Gymshark leveraged the return to the ring of US national boxing champion and athlete ambassador Ryan Garcia fronted a campaign championing his personal, community and family values
Launched ahead of comeback king Garcia’s 9 April return to the ring, which saw the brand endorser defeat Ghanian Emmanuel Tagoe in the San Antonio (Texas) Alamodome, the creative focuses on the vital role played by an athlete’s family, friends and teammates when it comes to training and competition.
Gymshark’s digital-first campaign was spearheaded by a short film which dropped on 5 April (four days before the fight) and was helmed by Director Jess Kohl at PrettyBird.
The partnership also saw Gymshark gift Garcia a ‘one-of-a-kind’ bespoke jumpsuit for his fight with Tagoe. This saw the sportswear brand team up London embroiderers Hand & Lock to create a custom-made suit to mark the special occasion which included personal symbols and references to Garcia’s life and career including his date of birth embroidered in gold on the back of the jacket.
This phase of the partnership activation was promoted socially across athlete, promotor and brand social channels with a video in which Garcia reads out a letter from the company which captured the moment the gift was given and which state: “We’re so proud to present you with this one-of-a-kind fight kit fit for a king”.
. @Gymshark gives @RyanGarcia the
royal treatment for fight week with a one-of-a-kind jumpsuit created by the Queen's embroiderer @handandlock @Seckbach #Gymshark #TheReturnofRyanGarcia #GarciaTagoe pic.twitter.com/aHnIO0kyCQ— Golden Boy (@GoldenBoyBoxing) April 7, 2022
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23-year-old Garcia, who boasts 8.7m followers on Instagram, returned after 15 months off by dominating his opponent, dropping him in the second round and winning a one-sided decision 119-110, 119-110, 118-109 in front of 14,459 crowd.
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