As an undefeated, 12-time world boxing champion with a 50-0 record, Floyd Mayweather enters the post-boxing stage of his life with well-earned celebrity status. In 2018, at the annual CES technology trade show in Las Vegas, Mayweather announced plans to open Mayweather Boxing + Fitness gyms that will include Virtual Reality workouts and Mayweather’s routines for boxing-based fitness classes.
Mayweather, who only invests in what he knows, understood that he needed to partner with people who also understood the industry and would take a hands-on approach to set this new venture up for success. As a completely new business, the Mayweather Boxing + Fitness brand and digital presence needed to be built from the ground up.
MAB was a one-stop shop that would provide branding and marketing, web and mobile app design services and SEO best practices. If that wasn’t enough, MAB founder Omar Karim even put his boxing background to use when he stepped in to help certify the first group of trainers and ready the gym for launch.
MAB’s expert working knowledge of the industry allowed for deep-rooted discovery of the Mayweather Boxing + Fitness brand. Informed consideration of the organization’s vision influenced the marketing, advertising and sales objectives.
Using Mayweather’s famed record and persona as a jumping off point, MAB created a brand identity for Mayweather Boxing + Fitness that reflected a glitz and glam lifestyle and Mayweather’s Vegas roots while also promoting the gym as a legitimate athletic training facility. The MAB team applied the same bold color scheme seen in the gyms to an eye-catching, easy-to-navigate and mobile-friendly website.