Superdry sponsors Campbell Hatton as he turns pro

By

Sandra Halliday

Published
Mar 26, 2021

Superdry is linking up with boxer Campbell Hatton, son of two-weight world champion Ricky Hatton, ahead of his professional boxing debut. 

The 19-year-old makes his first appearance professionally on March 27 and the high profile that the Hatton name has means he’s clinched an advertising deal much earlier than many aspiring pro boxers would be able to. However, he’s proved his ability so far having been an amateur since he was 14 and having won a number of titles in the past five years.

Hatton is under the guidance of equally-high-profile sports promoter, Eddie Hearn and his promotion company Matchroom, and will be wearing Superdry’s Sport Performance line for his debut. 

That’s a premium range of product adapted from Superdry’s Sport Code collection, “designed to be highly technical and innovative”. The company said the collection “offers next-level support and comfort, allowing the wearer to be authentic in expressing their own style through performance wear. [It] focuses on enabling peak performance for the athlete and sports enthusiast”.

There will be a lot of focus on sport in the rest of 2021 as the UK reopens following a year in which sport has largely been on hold, including amateur boxing.

Superdry has increasingly looked to sports stars to promote its products in recent periods and late last year signed up Neymar Jr to front its organic cotton underwear launch.

Hatton will make his first pro appearance on the undercard of Dillian Whyte’s rematch against Alexander Povetkin.

Brand founder and CEO Julian Dunkerton said: “As an evolving brand, it’s important to us that we support emerging talent, like Campbell. We want to ensure we align with those like-minded individuals who are experts in their field. It is really exciting to be Campbell’s first official sponsor at the start of his professional career, and we look forward to being on that journey with him”.