Power of Boxing introduces its latest campaign: Underdogs — a tribute to the fighters who are made far from the spotlight.

The campaign captures the unglamorous, relentless side of boxing — where discipline outweighs recognition, and progress is earned through hours of unseen effort. It focuses on the rawness and mental strength that shape every real fighter long before they ever step into the ring.

At the core of this campaign is Ibz — a fighter who didn’t step into the frame to represent the message. He lived it. From the first movement to the last round, nothing about his presence was for show. The tension in his stance, the focus in his rhythm, the intent behind every rep, it was all real. He brought the exact mindset this campaign was built on: disciplined, focused, and forged through repetition. He didn’t just fit the campaign — he embodied what it means to be built in the shadows.

The visual direction was kept raw and unfiltered to match the reality of the work — not the glory of the fight, but the journey before it. In many ways, this campaign mirrors what Power of Boxing has quietly built with its community. It’s not just about gear, it’s about supporting people who train with intent, who find meaning in the process, and who understand that growth doesn’t always come with recognition. We back real fighters, inside and outside the ring, who train to get better, not to be seen.