In 2016 Leyon Azubuike was teaching boxing inspired fitness classes to a small group of dedicated followers in random places around LA.
Partnering with a VC group, he approached us to help him realize his dream of creating a studio in Santa Monica. We built an unstoppable brand.
We created a brand identity that was both bold and approachable from ground up. One that not only reflected a unique take on fitness and boxing, but also appealed to a new audience that otherwise would not consider boxing because of the intimidating preconceptions associated with it.
Modern and memorable, the design touches every aspect of Gloveworx (GWX). From brand voice, studio design, fitness and lifestyle apparel, website, social and more.
Under Armor and Westfield Malls pursued GWX for partnerships based on the strong aesthetic and brand identity after visits to the flagship location. This resulted in expansion in LA and NYC, with sights on more studios in the US and overseas. Apparel sales have sky-rocketed providing a massive unexpected revenue stream. Leyon was featured on NBC’s “STRONG” as a coach and E’s “Khloé Kardashian’s Revenge Body” as a celebrity trainer.
