Few may have seen it live but it was the sporting moment on everybody’s lips after the weekend. The rise of Anthony Joshua has been a godsend for the sport of boxing, especially in the Heavyweight division which has suffered from trash talking and a lack of competition for a number of years.
Joshua’s fight with Vladimir Klitschko on Saturday night brought two Olympic Champions together in a fight that was close to call beforehand and impossible half way through.
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That was the point at which Under Armour must have been wondering how they would claw back budget in order to take a chance on another potential future star.
They didn’t need to worry about anything after the 11th round though, other than how to get this piece of immediate content featuring Grime star Kano into the market as quickly as they did.
