World Heavyweight Boxing Champ Anthony Joshua is weighing into the drinks market after collaborating with Lucozade Sport to launch the new Fruit Punch.
The new apple and raspberry flavoured drink with a distinctive gold cap, reflecting Joshua’s Olympic, Commonwealth and British championships, will be the undefeated fighter’s drink of choice as AJ aims to become the undisputed champion of the Heavyweight division.
Emblazoned with the Champ’s motto “Stay Humble”, an attitude that has underpinned the success that has driven him to holding four of the five major championships in boxing, the new Fruit Punch is a performance partner for those with challenging fitness goals.
Sports and exercise brand Lucozade Sport has designed the isotonic carbohydrate-electrolyte drink to support every body made to move, containing carbohydrates and electrolytes to enhance hydration and help maintain performance during endurance exercise.
The marketing of the new drink will give fans the chance to win ‘knockout’ posters created by the champ himself. AJ’s devastating right hand will be putting fist to paper as he punches instead of signs limited edition posters, which will be made available to win on Lucozade Sport’s social channels in the coming weeks.
World Heavyweight Champion of the World, Anthony Joshua said: “Working together with Lucozade Sport on Fruit Punch has been a fantastic experience, I have learnt so much and I’m glad to have been able to put my name to something so delicious!
“It combines two of my favourite flavours to make a refreshing drink but maintains Lucozade Sport’s winning formula – hopefully boxing and fitness fans out there will like the new drink as much as I do.”
The launch will be supported by a £5m advertising spend and demonstrates the impact that the 2012 Gold medallist has had in reconnecting the general public with British Boxing.
The collaboration with one of the UK’s biggest sport stars is expected to drive sales to new heights, after the brand grew by over 32 per cent during the World Cup last year. In 2015, the launch of Mango & Passion Fruit was worth £3.2m in wholesale and introduced 700,000 new shoppers to Lucozade Sport.
