Chivas Regal, the world’s first luxury whisky, is aiming to inspire a new generation while making a positive impact on the lives of others by introducing The Chivas Fight Club.
Launched in partnership with Gennady “GGG” Golovkin, The Chivas Fight Club extends to every individual with a fighting spirit from communities nationwide and is centered on boxing.
Gennady, of course, is boxing’s unified WBC, WBA, IBF, IBO middleweight champion of the world, who personifies the Chivas spirit of shared success and dedication, both in and out of the ring.
Shefali Murdia, Brand Director for Chivas Regal, explained why this initiative is so important to Chivas.
“This movement is special to Chivas as it brings to life our core values, embracing the mixture of cultures and importance of shared success, as every person has a unique battle they fight with passion, gloves on and off. Like the Chivas brothers, Gennady comes from humble beginnings and has allowed his dreams to push him to where he is today, all while staying true to his values and Winning the Right Way.”
As for Golovkin, he believes that the Chivas Fight Club stands for the things that he believes in:
“[Chivas] represents the heart and soul of the fighter in all of us. When I wrap my hands, I do it for my family. I owe my courage to them and also my success. That’s why I fight.”
The Kazakhstan-born fighter began his boxing career at an early age and immediately demonstrated his diligent work ethic, representing his home country at the 2004 Summer Olympics, where he won a middleweight silver medal. The fighter now boasts the top knockout ratio in middleweight championship history, an impressive 89.8 percent. Golovkin enters the ring as the face of The Chivas Fight Club campaign, a nationwide effort promoting the unique fighter within every individual, offering exclusive access to activities, events and content for those who enter.
Randall Slavin for Chivas