What is the Joshua project?

It was the attempt to take a boxer and turn him into a standalone business. Anthony Joshua would be THE face of boxing and if the right image was created, the commercial deals would fly in for both the Joshua organisation and his promoter/broadcaster.

This meant we swallowed spin and BS in quantities never seen before, and many fans still do.

This defeat has to be the end of that because it has taken boxing to a dark place where reality becomes insignificant.