Bud Light has been brewed in Los Angeles for more than 30 years and on the Cinco de Mayo weekend in 2017, the brand decided to give back to the boxing community in the city it calls home. Bud Light will be restoring three local boxing gyms with new training equipment and needed repairs to ensure they have what they need to help develop tomorrow’s champions.
Recognizing the significance of local boxing gyms to aspiring boxers and to members of the community looking to stay fit, Bud Light saw the instant benefit that refurbishing the gyms would provide to several eastside communities. By replacing and upgrading existing equipment and providing general facelifts to the facilities, the brand is seeking to contribute in a meaningful way and to support up-and-coming boxers as well as the local community.
“We recognize that boxing has deep roots in the Mexican-American community in Los Angeles,” said Jorge Inda Meza, Head of Marketing, Western Region, Anheuser-Busch. “Our hope is that our grassroots efforts help cultivate local talent and strengthen the friendships and comradery that are fostered inside the gyms and throughout the community.”
To help bring local boxing stories to light, Bud Light is collaborating with renowned photographer, producer, and urban lifestyle entrepreneur, Estevan Oriol. Oriol, who has chronicled Chicano lifestyle for twenty years, will capture the stories of two striving Mexican-American boxers, their trainers, and their gyms—all from the eastside of Los Angeles. The documentary short will tell their stories and showcase the challenges and victories of the training experience, which all start at gyms that are cornerstones of their communities.
Titled “Bud Light x Estevan Oriol – Boxing Hecho en Los Angeles,” the two-minute documentary highlights the boxers’ stories and the critical importance of friendships and community bonds. The content will focus on family, friends and the neighborhoods standing behind the young and promising boxers and their longtime trainers in the Mexican-American community. The gyms showcased in the film include:
- CM Boxing Stables in Alhambra, where Mexican-American rising stars junior lightweight Carlos Morales and undefeated flyweight Seniesa Estrada train in pursuit of glory and world titles
- Capetillo Boxing Gym in East L.A., where famed boxing trainer Javier Capetillo has produced top world boxing champions
- Rodrigo Mosquera Boxing Academy in La Puente, where longtime boxing trainer Rodrigo Mosquera shares stories about his 40-year career in the sport
The bilingual marketing, created by NVE: The Experience Agency and ID Agency includes digital, social media and media.