It gained significant media coverage from its partnership with heavyweight boxer Tyson Fury.
[1] In March 2020 Fury announced that the company would donate thousands of its products to NHS workers during the COVID-19 pandemic.
[4] In February 2020 the company announced a two-year sponsorship deal with boxing promoters Matchroom.
[5] Chelsea and England footballer Ruben Loftus-Cheek, Crystal Palace player Patrick Van Aanholt and boxer Joe Cordina are also ambassadors for the brand.
[9] In January 2024, the brand announced a partnership with West Ham United Women's team.