Under Armour Nails the Area of interest within the International House with Anthony Joshua and Maulo – ARCH-USA

Anthony Joshua has teamed up with his cousin and rising star musician, Maulo, to create the ultimate fight night song.

Source: Anthony Joshua Uses Music to Mentally Prepare

I’ve been overlooking the work at UA lately. The company has ramped up ad spend and marketing is showing up in a variety of places. The work being done is better than anything the company has churned out over the last five plus years. In 2017 I wrote the following post:

Under Armour Should Be Promoting Boxing More | Anthony Joshua vs Vladimir Klitschko 2017

In this discussion, I explained that a company like Under Armour has to go where others aren’t. The brand finally seems to understand what it is and all of my thoughts on what could drive the company from what appeared to be doom prior to 2020, is becoming the tide that lifts the company in the international market. Anthony Joshua was never going to be the draw in the U.S. that he is in the U.K. To offset this at home, Under Armour has ramped up marketing with it’s drop of the latest Project Rock merchandise:

This is also a niche area, as performance is a targeted marketing option that requires nurturing. The Rock has always been a small push for UA and the rollout of his new product, as The People’s Champ prepares for Black Adam in the DC Universe, the brand can capture a small segment of fitness enthusiasts. With Anthony Joshua, Under Armour has a combined 1-2 punch for the U.S. and the U.K. It won’t resonate on the larger market, but Under Armour doesn’t need to hit homeruns. They need to remain consistent and dabbling in music and fitness is a natural connection that actually gives the brand a real opportunity for crossover. It’s good to witness. Check out the video below.

Note: UA has also invested into fitness influencer and gamer NickMercs.