Boxer GGG Eschews Cliches in These Offbeat Jordan Ads

Middleweight Champion Refuses to Be Hyped

Published On
Sep 18, 2017

Editor's Pick

Gennady Gennadyevich Golovkin (known as GGG), the world's middleweight champion who last weekend fought in a high-profile fight with Canelo, is the star of a social media campaign from Jordan Brand.

The ads, by Wieden + Kennedy New York, show the Kazakh boxer, who signed a deal with Jordan last year, hard at work training -- but in contrast to similar ads about elite athletes, he eschews giving inspirational quotes or lengthy spiels about his "journey." "Are you hoping for great speech about long road?" he asks in the spot seen here. "I don't have great speech about long road. Is just long road."

In another sppot, he apologises bluntly for not visiting many cities on a world tour to promote his fight, saying simply "I have been busy," and in a third, he ruminates on why people won't fight him, despite him asking with "good manners." "Is it because of my English?" he asks.

Direted by John Traher of GFC, the spots are different enough from the usual sports cliches to make them stand out -- even if you're not a boxing fan, you might enjoy his heavy-accented, downbeat ruminations.


Sep 18, 2017
Brand :
Jordan Brand
Client :
Jordan Brand
Agency :
W&K New York
Executive Creative Director :
Karl Lieberman
Creative Director :
Caleb Jensen
Creative Director :
Jimm Lasser
Creative :
Nathan Wiggleworth
Head of Integrated Production :
Nick Setounski
Executive Producer :
Orlee Tatarka
Producer :
Kim Edwards
Account Team :
Jordan Muse
Account Team :
Ashley Pratt
Account Team :
Liz Lindberg
Strategist :
Brandon Thornton
Junior Strategist :
Aya Wantanabe
Media Planner :
Karlo Cordova
Media Planner :
Branden Bouvia
Media Planner :
Chad Muratev
Head of Business Affairs :
Patrick ODonoghue
Project Manager :
Kristin Daly
Business Affairs :
Justine Lowe
Business Affairs :
Lindsey Timko
Business Affairs :
Brit Fryer
Trafficking :
Sonia Bisono
Production Company :
Director :
John Traher
Director, Photography :
Darin Moran
Director, Photography :
Tyler Crelia
Producer :
Sue Crain
Production Company :
Executive Producer :
Michelle Carman
Line Producer :
Elisa Morse
Creative Editor :
Editor :
Steve Nelson
Color :
The Mill
Colorist :
Mikey Pehanich
Mix Company :
Sonic Union
Mixer :
Brian Goodheart
Visual Effects Company :
Artist :
Zoe Filutowski

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Project Type