US sportswear brand Under Armour has signed a long-term renewal agreement with British heavyweight boxer Anthony Joshua.

With the deal being announced ahead of Joshua’s fight with heavyweight mixed martial arts fighter and professional boxer Francis Ngannou, Under Armour released an AI advert with the boxer, entitled Forever Is Made Now.

Under Armour has been partnered with Joshua since 2015.

Forever Is Made Now is directed by Wes Walker, who worked with Tool AI to create the film, with the AI tool allowing Under Armour to make the advert without having access to Joshua as he finalizes his fight preparations.

Joshua has now said: “Under Armour has been in my corner for over eight years now, going on an incredible journey together as we constantly pushed to make me a better athlete.

“It feels great to confirm a renewed long-term partnership to go on the next part of my journey. They have always supported me to strive for more and have been my longest-standing partner since I started out in boxing.”

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Kevin Ross, managing director of Europe, the Middle East, and Africa (EMEA) at Under Armour, added: “Under Armour’s partnership with AJ has been instrumental in the growth of the brand in the EMEA region over the past eight years. We look forward to more success together in this next chapter.” 

Joshua’s fight with heavyweight mixed martial artist and professional boxer Francis Ngannou takes place on March 8, 2024, at the Kingdom Arena in Riyadh, Saudi Arabia.

Additionally, Under Armour also launched its latest soccer boot, the Shadow Elite 2. 

The boot was launched with a hologram display of the Shadow Elite 2, with a special appearance from 'Shadow Eddie', a holographic representation of Under Armour athlete and Arsenal forward Eddie Nketiah. 

Nketiah was also physically present, offering first-hand insights into the performance and design of the Shadow Elite 2.

The Nketiah and the boot were projected onto a 3D Holonet surface using Panasonic PT-RQ35 4K laser projectors, with the player filmed with RED cameras.

Last month Under Armour appointed Kevin Ross as its new senior vice president and managing director of EMEA.

Leading Under Armour’s EMEA business, Ross will be responsible for the development and execution of a regional omnichannel growth strategy, while also delivering on-brand consumer experiences to advance the business’s premium presence across the region.

Last June, meanwhile, Under Armour made several changes to its senior executive leadership team as part of a new strategy to increase profits.

Under the reshuffle, the brand appointed Jim Dausch as executive vice president and chief consumer officer and promoted Danny Miles to executive vice president and chief technology officer.