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.