On a cold November night in downtown Minneapolis, 14 of Minneapolis’s greatest Golden Gloves boxers went round to round, fist to fist, blow to blow — competing for nothing more than great pride and respect.
Created exclusively for Life Time Athletic Diamond Members, Diamond Fight Night proved to be an exciting event filled with great fights, great food, and definitely great-looking people — well, besides the ones getting their teeth knocked in.
Prior to this night, and knowing the potential this event had, my creative partner, Mike Hagan, and I wanted to see how far we could push the branding before the client eventually shoved back. Fortunately, they were in our corner the whole time. We managed to turn their request of a single in-club poster into a full-on advertising attack — complete with banners, coasters, screen-printed posters, round cards, and even spit buckets. These tactics and new vision helped the client see that their one-night, one-city event had the potential to be a heavyweight. I’m excited to say that Diamond Fight Night will now be held at 5 locations throughout the US — including New York and Las Vegas. And I’d like to believe that it’s just the beginning.
Before the event, we also saw the opportunity to gather assets that would help us sell the event to members in other cities — and, most importantly, potential sponsors of the event. We hired Juan Antonio del Rosario to capture footage of the event, that we’d later turn into the above video, to not only entice future ticket sales, but subliminally highlight potential sponsorship opportunities. We also worked closely with Kelly Loverud to photograph the event to help us build an image library we could use in future marketing.
In all, we managed to double our earnings from last year while turning the event into a night to remember. Or in the case of some boxers, one they’d like to soon forget.