In February 2017, Fendi Communication Director Cristiana Monfardini looked to millennials to produce a social platform for young creatives. The digital space, including an app and website contains a mix of interviews, photos, videos and musical performances and now is recruiting Chris Eubank Jr. for its newest project.

Coined “F is for… Fighter“, the new project showcases the British boxer throughout a video produced by Delphine Roche and Kevin Frilet as well as a short interview.  The creative video is a metaphor for the fight that he must battle against himself, overcoming weather conditions, barriers and his own demons. At 1.80m tall, 26 wins in 28 fights, including 20 for a technical knockout, Eubank is a Super Middleweight World Champion, which would not have come easy.

“I’m most definitely a freak! The things I do? You have to be a freak to be a great fighter! I think you have to be a freak to be successful, cos you’re doing things that other people can’t do or won’t do,” Eubank told Fendi.

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@Fendi @FisForFendi

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thoughts?