Sports Direct and Everlast have partnered up to unveil a content series with the intention of getting the public into boxing.
The ‘Coached’ series sees two social media influencers, Olamide Grace and Eman Kellam, take up boxing, who are then trained by renowned coach and gym owner and Marcus Luther.
In the retailer’s sponsored series the two beginners are also taught the art of boxing by heavyweight boxer Johnny Fisher and Bianca Haynes, coach at Ramla Ali’s Sisters Club.
The videos intend to flip the aggressive and violent stereotype of boxing on its head, and present it as a sport that is both accessible and inclusive.
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“Coached provides viewers the chance to experience boxing through the eyes of two beginners who, with the help of fantastic trainers and mentors, are shown the ropes of the sport, realising the physical and mental benefits it can offer,” Everlast head of marketing Sam Harris said.
“Everlast (and Sports Direct) are all about making sport more accessible and championing the legend in everyone.”
Episodes will be released through the brand’s YouTube channel every week with five parts being aired until 7 December.
The news comes a week after Sports Direct unveiled its 2022 Christmas campaign ‘Give Me Football’ which brought together some of the biggest names in the game.
