Boxing does not enjoy widespread appeal, but the sport is getting a lift from Anthony Joshua — a charismatic, 27-year-old British heavyweight — and Under Armour is along for the ride.
Joshua, an Under Armour endorser and 2012 Olympic gold medalist, defeated Wladimir Klitschko in front of 90,000 fans in London on Saturday night.
He’s an important asset for Under Armour because he’s demonstrating crossover appeal — the ability to attract new fans to the sport. He’s particularly valuable because Under Armour, whose biggest market is North America, is seeking to extend its global reach.
Heavyweight has long been the sport’s glamour division, but it often lacks...