the brief
Partnered with Paddy Pimblett and Under Armour to create a stunt-led PR activation around a custom 7-inch boxing boot for the Anthony Joshua vs Jake Paul fight, driving conversation around the Be The Problem campaign.
WHAT WE DID
Identified 7 boxing, MMA and sneaker publisher pages to give the stunt credible reach during a tight fight-week window.
Built a tactical seeding plan using teaser, unboxing and product-style assets to build intrigue ahead of the fight.
Distributed the content through those communities to amplify the boot launch and extend the Be The Problem campaign reach.
