A Project With A Punch – How Palmer Publicity Transformed a Boxing Machine for JD Sports & Anthony Joshua’s Belt Tour

A great story reached us recently, with Lancashare member, Palmer Publicity Services ( https://www.lancashare.co.uk/directorydetail/business-services/palmer-publicity-services) right at the heart of it.

JD Sports and Passion4Events ran an ‘Anthony Joshua Belt Tour’ across the JD Sports UK stores., with customers get the chance to take a picture with the champion and his world title belts. The sports retailer also ran a competition for the chance to win 2 tickets to his championship fight in Cardiff on 31st March against Joseph Parker. All participants had to do is take on the ‘AJ Punchbag’ challenge!

Mark Jackson, Managing Director of Passion4Events, approached Palmer Publicity about branding the ‘Anthony Joshua Punchbag’ boxing machine for the tour. The brief was specific; most importantly, stand out in the stores; for the graphics of the boxing machine to not touch the machine; to incorporate a HD Screen; to mount 2 x GoPros and a Media Hub. So the team at Palmer’s  got to work!

The boxing machine was brought into the Palmer Publicity studio to measure up and decide how they were going to make the idea into a reality. After throwing a few punches, they got down to work.

The team decided utilising their T3 exhibition stand was the best solution. Using a range of standard and custom T3 beams, they built a frame around the boxing machine. The frame was made deeper and wider so there was no contact between the machine and the frame, so when the boxing ball was hit, the graphics wouldn’t feel any movement. Sounds easy, but with AJ’s power they had to take extra consideration.

Once the T3 bars were made, their designer created the graphics for the panels to be printed.

Anthony Joshua’s signature was one of the most exciting elements to go on Palmer’s latex printer!

The TV was mounted, the GoPros were applied to the frame and in only a few days we transformed the boxing machine from a typical arcade-looking unit, to a completely bespoke AJ boxing machine.

The result, as I am sure you will agree, is a knockout!



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