Chivas Regal has introduced The Chivas Fight Club and named middleweight champ, Gennady Golovkin, campaign ambassador.

Chivas Regal has unveiled The Chivas Fight Club. Themed around boxing, the initiative featured a tie-up with Gennady ‘GGG’ Golovkin. The alliance will see the middleweight champion personify the success, dedication, and spirit of the luxury whisky brand.

The Kazakhstan-born fighter began his career early. Representing his home country at the 2004 Summer Olympics, he won silver. He boasts the top knockout ratio in the history of his category at 89.8 percent. He will serve as the face of The Chivas Fight Club campaign.

A nationwide effort celebrating the fighter within, the exercise runs in the United States and offers participants exclusive access to activities, events, and content. Consumers can share in the conversation online via the hashtag #FightForIt on social media channels.

Subscribers will be enrolled into a sweepstakes and stand to win access to Golovkin’s match against Canelo Alvarez on 16 September. Fans will also gain entry into watch parties and workout classes. Additional incentives will roll out following the campaign premiere.

“This movement brings to life our core values, embracing the mixture of cultures and importance of shared success. Each person has a battle they fight with passion, gloves on and off,” said Shefali Murdia, Brand Director for Chivas Regal at Pernod Ricard USA.

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