Under Armour - Be The Problem
AJ x Paddy Pimblett crossover social campaign.
A social-first crossover for Under Armour’s biggest fighters
At How Now Creative, we've partnered with Under Armour and The Space Between to create a standout social-native content series bringing together two of the UK’s most iconic fighters - Anthony Joshua and Paddy Pimblett - for a rare crossover moment.
Shot within a boxing and MMA gym, the project explores mindset, resilience, and the darker arts of competition as AJ and Paddy step into each other’s worlds. The result is a dynamic blend of authentic training, raw conversation, and human connection built first for social platforms.
Teaser
We shaped the core concept, story beats and cross-discipline narrative - designing a set of assets that celebrates Under Armour’s Be The Problem ethos while giving both athletes space to be unapologetically themselves.
Rear Naked Choke Hold
From multi-camera coverage to on-the-move training rigs, we handled every element of production. Our team crafted an environment where high-performance athletes could genuinely connect, allowing natural chemistry and competitiveness to lead the story.
AJ's Monologue
Director, Phil Bolger brought pace, tone and structure to the crossover - blending cinematic sports storytelling with the immediacy and humour of two elite athletes stepping out of their comfort zones.
Paddy's Confidence
We delivered a full post pipeline including edit, colour grade, sound design and finishing.
Cut with energy and crafted for emotional impact, the edits bring the audience right into the session with AJ and Paddy.
Built for social, engineered for impact
- Vertical-first formats
- Platform-native pacing and storytelling
- Multiple deliverables for Under Armour’s global channels
- Cutdowns, teasers, conversation moments and high-intensity training beats
Every asset was designed to perform natively across TikTok, Instagram, and YouTube Shorts - ensuring Under Armour had a deep, flexible library of content.