— Chivas Regal US (@ChivasRegalUS) July 24, 2017
Luxury whisky brand Chivas Regal, is aiming to inspire a new generation while making a positive impact on the lives of others by introducing The Chivas Fight Club. This initiative extends to every individual with a fighting spirit from communities nationwide and is centred on boxing in partnership with Gennady “GGG” Golovkin.
Gennady is boxing’s unified WBC, WBA, IBF, IBO middleweight champion of the world, who personifies the Chivas spirit of shared success and dedication, both in and out of the ring.
“This movement is special to Chivas as it brings to life our core values, embracing the mixture of cultures and importance of shared success, as every person has a unique battle they fight with passion, gloves on and off,” said Shefali Murdia, Brand Director for Chivas Regal, Pernod Ricard USA. “Like the Chivas brothers, Gennady comes from humble beginnings and has allowed his dreams to push him to where he is today, all while staying true to his values and Winning the Right Way.”
The Kazakhstan-born fighter began his boxing career at an early age and immediately demonstrated his diligent work ethic, representing his home country at the 2004 Summer Olympics, where he won a middleweight silver medal. The fighter now boasts the top knockout ratio in middleweight championship history, an impressive 89.8 percent.
Golovkin enters the ring as the face of The Chivas Fight Club campaign, a US-wide effort promoting the unique fighter within every individual, offering exclusive access to activities, events and content for those who enter.
“The Chivas Fight Club stands for the things that I believe in and represents the heart and soul of the fighter in all of us,” Golovkin said. “When I wrap my hands, I do it for my family. I owe my courage to them and also my success. That’s why I fight.”
All consumers and fans are invited to join The Chivas Fight Club by sharing what they are fighting for by using the hashtag #FightForIt on social media.
Those who join the club will be entered into sweepstakes for a chance to see Golovkin’s upcoming bout on September 16th against Canelo Alvarez, and gain exclusive entry into watch parties and boxing workout classes.
Chivas Fight Club members will also receive inspiration to “Fight for It” with exclusive boxing content, interviews, videos, behind-the-scenes photos, calendar of upcoming Chivas Regal boxing events, and more. Additional program incentives will continue to be rolled out following the campaign launch.
Source: Pernod Ricard USA