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.