How do you get complete beginners to try out one of the scariest sports there is? Especially one which has traditionally excluded women?

Conventional sports marketing would glorify the product with a campaign led by Everlast’s world-famous boxing ambassadors.  But that would do nothing to convince complete beginners that this is a sport for them.


We set out to smash boxing stereotypes by following the real journey of an up-and-coming TikTok talent. From total boxing beginner to ready for the ring, with a full sparring session after just 10 weeks of training. Coached by Marcus Luther, professional boxing gym owner and Goggle Box household name.

Through the 5 x 5 minute episodes, and special appearances from mentors Johnny Fisher and Ramla Ali’s Sister’s Club, we demystified the sport:
It’s not all about the fight.
You don’t have to be an aggressive person.
It’s not a solo sport.

Through their fresh eyes and BTS style long-form social content, we encouraged the new generation to reconsider everything they thought they knew about boxing and fall in love with the product.

The Results:

  • 9.3M Social Reach - on brand and talent channels.
  • 863K Views - of the YouTube content series. 70% viewed on TV Screens.
  • 7 Years, 4 Months, 8 Days - of watch time across the episodes. 1 in 4 people completed each episode.
  • Over £200K in contributed sales - of equipment following viewing the content. A 20.61 ROAS from supporting Meta media spend.

Watch the final episode below, and go back through the full series on YouTube.






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