In 1998, French Connection launched the campaign 'FCUK FEAR' with boxing legend Lennox Lewis. He was the face of the campaign and the slogan still resonates with boxing fans to this day.
To celebrate 15 years since the launch, French Connection have enlisted the help of Anthony Joshua to revive the campaign.
The 24-year-old London 2012 super heavyweight gold medallist is the next big thing in boxing, having won his latest fight against Matt Legg as the undercard to Froch vs. Groves and remaining undefeated since turning pro back in July 2013.
He's a bit of a latecomer to the world of boxing, but this makes him a pretty good argument against the idea that you will only succeed if you start boxing/dancing/playing guitar before you can write your own name. Definitely one to watch.