Mark On Antony Joshua

The Guardian, 01.05.17

Mark Bokowski, PR and brand expert, expects that number to mushroom.  “He represents hope,” says Borkowski.  “That is why people buy into him.  He also looks great – and he has a massive female following.  His appeal goes far beyond boxing’s hardcore.”  There is something else too.  “He is also very honest, people like that transparency,” adds Borkowski.  “After Saturday’s fight he made a big deal of praising Klitschko, and also said he hoped young kids watching would want to emulate and surpass what he had achieved.  I don’t think those were media-trained soundbites.  You are not going to remember a script after 11 rounds of someone trying to know you out.  Britain hasn’t had a gentleman boxer since Henry Cooper or Frank Bruno – but Joshua is a gentleman fighter.  This is someone that could unify the belts but also get a whole new audience into boxing.”