Boxing Icon Anthony Joshua Stars in New Inspirational Lucozade Campaign
Film by Nicholas Berglund captures the story of 19-year-old Michael Kuku, a south Londoner with ambitions to become a top-tier football coach
The nine-minute film, "The Next Move" launches ahead of Joshua’s Wembley challenger fight against Alexander Povetkin on 22 September. Created by Grey London, it continues Lucozade Sport’s "Made to move" campaign, which aims to get one million people moving by 2020.
The mini-documentary stars 19-year-old Michael Kuku, a south Londoner with ambitions to become a top-tier football coach. Kuku gets a surprise visit from Joshua and the two spend a day together, training and forming a friendship.
The film also raises awareness of B Active, a new initiative between Lucozade Sport’s brand owner, Lucozade Ribena Suntory, and Active Communities Network, where Kuku volunteers as a coach. The three-year programme kicked off in May and helps 16- to 24-year-olds gain access to sports and build essential life skills. So far B Active has signed on 4,000 participants in five regions around the country.