BUSINESS The Mind & Body

Anthony Joshua delivers a knock-out performance in Love Hemp’s first nationwide campaign

Boxing legend Anthony Joshua dons his gloves for CBD wellness brand Love Hemp’s first nationwide media campaign. 

The two-time heavyweight champion starred in a 30-second ad – which will run on Sky, ITV and other major broadcasters – to promote the UK-based company. 

Joshua also featured on a series of posters and billboards as a part of the four-week media push. 

Hoping to raise public awareness for the brand, the £500,000 campaign educates people on the benefits of CBD and encourages them to ‘face life’s daily challenges with positivity’. 

Ahead of the launch, the Olympic gold medallist said:

“I am delighted to help Love Hemp increase awareness of its premium products…and the positive impact they have on wellbeing.” 

Anthony Joshua

Co-founder Tony Calamita added: “This is a huge moment for us…we are excited to launch our first mainstream national campaign with Joshua playing a central part.

“We see partnerships with strong role models, paired with powerful marketing, as a key part of our growth strategy.”

He highlighted that, from a bedroom in Croydon to the industry powerhouse it is today, Love Hemp has always focused on promoting CBD to optimise health and wellness. 

While this is Love Hemp’s first nationwide ad campaign, it’s not the first time it’s collaborated with the world of professional fighting. 

Earlier this year, the brand entered a five-year sponsorship with the Ultimate Fighting Championship (UFC), in an effort to highlight how CBD can help athletes. 

UFC Senior Vice President of Global Partnerships Paul Asencio said:

“We’re thrilled to collaborate with Love Hemp…we know many UFC athletes, fans, and general fitness enthusiasts use CBD for training recovery purposes. 

“We want to work closely with Love Hemp to continue to educate ourselves, athletes, and consumers on the efficacy and best use of CBD products.”

Paul Asencio, UFC

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