After Lucozade Sport and Beats by Dre, Anthony Joshua stars in another ad, this time for the brand of male grooming products Lynx, another key sponsor that bankrolls him ahead of his fight with Wladimir Klitschko.
In the 48-second clip, the world heavyweight boxing champion talks about about how boxing is a way of life, how he keeps it real and what it takes to be a champion. “Boxing is a way of life. You don’t play boxing. It’s a way
of life.” – says Joshua, who then introduces himself: “My name’s Anthony Joshua and I currently hold the IBF Heavyweight Championship belt of the world”. What’s the “secret”? “Humility”, “Discipline”, “Leave your ego at
the door”. “It’s kind of like being in the army to a certain extent. But I always knew hot to cut out the bad
things, add the good things, make the sacrifices to achieve what I wanted to achieve in boxing. It’s a vision
that I kind of stuck with and I believed in when no one else did. As you start winning, you can go into an elite
circle, but I didn’t want to distance myself from reality. I wanted to stay real. Stay around the grassroots.
Keep it gutter. And just keep it real with people.” – says Joshua, adding that “Sometimes it’s not that you
choose it, it chooses you.” and that “only the strong survive in boxing”.
Lynx, whose tagline is “Find Your Magic”, invites you to keep your style fresh for up to 48 hours with Lynx
Signature, Urban and Adrenaline anti-perspirants.
Among Joshua’s commercial partners there are also Under Armour, the ticket marketplace StubHub, the online
betting company Dafabet, Jaguar, EQ Nutrition (specialists in sports and lifestyle nutrition products), the Swiss
watches and jewellery brand Audemars Piguet, the Essex-based scaffolding contractor Texo Scaffolding, the
Dubai-based firm Altitude Masks that manufactures resistance masks, and Sky Sports.
The 27-year-old British boxer will go head to head with Wladimir Klitschko on Saturday, April 29, at the Wembley Stadium, in London. The match will start around 10pm and will be shown on Sky Box Office.