Ahead of his titanic unification fight against Joseph Parker in Cardiff, Under Armour – official training, footwear and apparel partner to the heavyweight champion – has released their latest campaign featuring Anthony Joshua, focusing on his mental preparation and conditioning. The piece tells an inspirational message of the internal battle athletes must win to hit their maximum potential, by ignoring the voice inside your head that says ‘stop’ when you are pushing yourself to, and beyond, your physical and mental limitations.
Directed by the multiple award-winning Walter Campbell, the film uses the metaphor of
shadows, blended with the training method of shadow boxing, to dramatise the way Joshua actively fights negative internal voices as part of his training regime.
Watch the video below: