Lucozade Sport releases new AJ short

11 Sep 2018

By: Sport Industry Group

Lucozade Sport has released a new short-film documentary with Anthony Joshua, marking the next phase of the brand’s ‘Made to Move’ active living campaign.

The sports drink brand has set out on a mission to inspire one million people to move more by 2020.

It has drafted in ambassador Joshua to add heavyweight power to the push, with the latest activation coming ahead of the world champion’s mandatory challenger fight with Alexander Povetkin.

The new ‘The Next Move’ film captures an inspirational encounter between Joshua and Michael Kuku, an aspiring coach with the South London B Active community sports programme.

The mini-documentary tracks the stories of the two athletes in their respective fields, as AJ revisits his past to motivate Michael and future generations to keep moving forward. Moving from the streets of Southwark, to sparring with coach Sean Murphy in Finchley Boxing Club and over to the rooftops of Wembley, both athletes discover how each of them was made to move.

Commenting on the project, Anthony Joshua said: “There was something about Michael’s story that really resonated with me – I see so much of the passion and hard work that helped me to get to where I am today. He is setting an example for the younger generation, encouraging them to keep moving forwards; something I always strive for in my sporting career.”

Michael Kuku, who features in the film alongside Joshua and volunteers with the B Active Programme, added: “The feeling of finding AJ standing on my doorstep – just wow! Being a part of this film through my volunteer coaching work with B Active and having a mentor like AJ is just incredible. He is such an inspiration to me and I only hope that I can use what he has taught me to keep motivating others to achieve more through sport.”

The B Active programme, of which Kuku is part, was launched by Lucozade Sport’s parent group Lucozade Ribena Suntory in partnership with Active Communities Network (ACN), with the aim of providing young adults with access to sport and a pathway to education.

The initiative sits alongside the consumer-facing Made to Move campaign, which was launched in November 2016, with Joshua leading over 300 people in a flash-mob run.

In January 2018 AJ also led an impromptu HIIT workout with 400 members of the public as part of his continued work to champion the campaign.

Lucy Grogut, Head of Marketing for Lucozade Sport, commented on the project, saying: “Anthony Joshua truly embodies the essence of our Made to Move campaign and has become a driving force in helping us to inspire people to move more.

“We hope that this short film will help illustrate the many benefits of taking part in sport and physical activity, as we aim to exceed our target of getting one million people moving more.”

Lucozade Sport was awarded the BT Sport Industry Awards 2018 Film of Year in association with Sela Sport for its previous release, ‘Nobody ever moved forward standing still.’