ABOUT

BRIEF
Our brief was to inspire more people to take up boxing for the first time; building on Sports Direct’s brand positioning of ‘Sport Starts Here’ and evolving Everlast’s powerful boxing heritage to be relevant to a new beginner audience, particularly with women in mind.

APPROACH
Across five episodes, we followed the journey of two absolute amateurs, on their journey to being ready for the ring. Coached by Gogglebox TV Personality and pro boxing gym owner, Marcus Luther, audiences joined the beginners’ journey, in real time, watching them overcome the mental, physical and cultural barriers to the sport to discover its extensive benefits and thriving community.

The production also featured guest star appearances from Johnny Fisher and Bianca from Ramla Ali’s Sister’s Club.

The stellar team of emerging talent show us… anyone can box. It’s a fun way to get fit. You don’t have to be an aggressive person. It’s not a solo sport and it’s so much more than just a fight. It's a journey of self-discovery and with Sports Direct, we were able to help people feel the adventure, and critically, inspired enough to visit store and pick-up their own training gear.

RESULTS
An incredible ROAS of over 20:1 and attribution to £200K Everlast sales, indicating people who watched were quickly inspired to take up boxing.

The quality and entertainment value of the series generated significantly above average YouTube view-through rates (1 in 4 people completed each episode, 70% of views were watched on TV screens) and landed top tier press coverage, including a 20 minute interview on BBC London Radio Sport 'The Women's Sport Show', on the topic of women in boxing.