According to the Baltimore Business journal, Saturday’s loss to Ruiz received more news coverage due to the upset than if Joshua would have beat the heavy underdog.
Since the event was held on digital streaming service DAZN, still photos were used for coverage by ESPN and other reports. The Under Armour “UA” logo was prominently displayed on the front of Joshua’s trunks. Thus, there was more exposure than usual for the event if Joshua had knocked out Ruiz as many had anticipated.
While it is debatable that the publicity may have been bad since the UA-sponsored athlete lost. But you could also argue that many did not know that Joshua was fighting since his US debut was meant to be against an opponent that he could easily defeat. Ruiz was a fill-in opponent when Joshua’s original matchup failed his drug test.
Under Armour is sticking with Joshua after his loss. Attica Jacques, the senior vice president of brand management told the Baltimore Business Journal that they would “stand with AJ and look forward to supporting him in the future.” Under Armour once sponsored Canelo Alvarez but he is now a free agent per an interview last month.
Under Armour used Joshua’s fight week as an activation for its ‘Rush’ training apparel. Joshua was one of three athletes featured in a marketing campaign for Rush. Stephen Curry and U.S. women’s national team member Kelley O’Hara are the others. Curry is currently in the NBA Finals and O’Hara and the U.S. National Team begin World Cup action this month.
Joshua was a part of a documentary on his training with the new ‘Rush’ training material showing behind-the-scenes training in lead-up to Saturday’s fight. UA also created ring boots for Joshua to wear during his fight. There was also social media promoting the UA brand.
Why settle? Always do different! Watch @UnderArmour‘s #MarginOfVictory documentary this Friday 🔥 pic.twitter.com/p6YftRN6Rv
— Anthony Joshua (@anthonyfjoshua) May 26, 2019
While the loss may have hurt Joshua momentarily, UA is sticking by him for the long run. UA says that activations were “extremely successful throughout fight week.” It’s unlikely that the surprise loss will harm the marketing campaign for the new training apparel, but it may have hoped a win would propel the brand for future marketing campaigns.
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