Did he or
didn’t he?

With lots of newer and cheaper protein products coming to market, Maximuscle needed to demonstrate its superiority. We needed an idea that would cut through. Instead of telling the audience how good the product is, let’s show them instead.

Shot in one morning in Amir Khan’s private boxing gym in Bolton - the ‘viral’ clip soon spread. 10 years later, we even saw Jake Paul ripping off the stunt to promote his fight.