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David Haye announced his comeback and required branding for himself and ‘Haye Day’ A social media countdown to his fights.

We created a brand identity based on the trajectory of David’s ‘haymaking’ punch. Using the line ‘Punching Above Your Weight’ to drive the brand. The identity was required to feature on merchandise, but also have a legacy beyond boxing.

The social media count down strategy to ‘Haye day’ helped draw three million viewers on Dave. With a crowd of around 16,000 at The O2 arena. Collaborating with IM360, the first-ever live boxing match in virtual reality was produced via the app ‘Haye Maker Three Sixty’.