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M&C Saatchi LA Launches Fighting Fitness Brand Gloveworx USA, Brand Mantra

M&C Saatchi LA has partnered with Leyon Azubuike & Nick Henry to launch Gloveworx USA, Santa Monica, a place for people to get Fighting Fit. Working closely with the founders on the complete experience since 2014, M&C Saatchi LA built a comprehensive brand identity, apparel, and interior design elements for the Gloveworx brick & mortar location. M&C Saatchi LA's R&D team is designing a proprietary boxing based wearable technology to set this fitness studio apart; providing customers the ability to measure how well they are doing in real-time and receive tips for improvement on-site from the Gloveworx coaches.

“Holistic design is paramount and starting from scratch with Gloveworx allowed us to apply design thinking and integrated technology to every consumer touch-point,” notes M&C Saatchi LA ACD Ron Tapia. “From interior design to the signage, from the website to the collateral, from the social channels to the content posts, and from the apparel to the equipment. Literally everything. And that’s why it works seamlessly and feels so incredibly unique.”

Leyon Azubuike, a former US Nationals heavyweight competitor, defines Gloveworx as boxing training with strength and conditioning in an enthusiastic team atmosphere. M&C Saatchi LA's approach to defining the brand was informed by an emphasis on empathetic, approachable, confident and motivational, rather than aggressive.

"I originally launched a small boxing studio called Azubuike Boxing Academy,” explains Azubuike. “As a mom and pop shop, I quickly realized I was reaching the ceiling on expansion. With a larger business viewpoint, I partnered with Nick Henry and M&C Saatchi LA to redefine and grow the brand. They have steered the creative vision of the branding, advertising, and social, and I couldn't be happier. I look forward to a lifelong partnership with M&C Saatchi LA."

“Agencies dream about partnerships like this. Not only do we have a genuine seat at the table, and skin in the game, but we get to keep the team extra fit, too,” concludes Huw Griffith, CEO and Partner of M&C Saatchi LA.

Gloveworx Brand Video Credits:
Agency: M&C Saatchi LA
Creative Director: Ron Tapia
Copy Writer: Alina Karabaich
Art Director: Victor Bernedo
Agency Producer: Dennis Di Salvo
Account Director: Erin Wang

Production Company: Department 4
EP: Blake Hodges
Director/Photographer/Editor: Blake Hodges
DP: Danny Grunes
VFX Studio/Animation: Gustav Lundquist
Music Composition/Music House: Justo Bernedo
Sound Engineer/Studio: Chris Willmot