The brand Sidekick Boxing has had a rather interesting journey over the years. What started as a brainchild of founder, Daniel Knight has made a mark in the combat sports equipment market in the UK and other countries.

Since 2010, the brand has worked with many fighters, most famously with Andrew Tate during his kickboxing days. Sidekick Boxing was Tate’s sponsor and he was seen using the products of the brand on multiple occasions. However, things changed when he left kickboxing.

The partnership between Sidekick and Tate ended when the latter opted to retire from fighting. He started to explore other avenues and the equipment company stopped sponsoring him. That was certainly a shift in momentum for business.

Daniel Knight believes his mother was the guardian angel behind the brand’s revival

Daniel Knight recalls sharing some marketing plans for the revival of his brand with his mother. However, after a few days of discussing it with her, Knight’s mum passed away on January 30th, 2022.

In what was a difficult time for him and his family, there came a ray of hope as Andrew Tate started to gain popularity and his controversies hit their peak. Speaking about it, Daniel Knight said:

“The last couple of years, I think I’ve been in a bit of a bubble really. I mean looking back at what’s really happened. I mean, I lost my mum as well, it’s sort of all coincident, it’s crazy.”

“Two years ago I lost my mum and then literally it was like a few days before my mum passed, I told her I’ve got these new marketing ideas, I’m gonna do this, that, and the other. She’s like ‘oh, you never said’. I was like yeah I’ve got this plan behind me.”

“She passed away and literally straight after that its like she sent a sign. I’m getting notifications on my phone saying Top G-Top G, and you know these videos were going viral, and obviously this is when the big fame of Andrew Tate came about and I was contacted by all the media companies.”

As Knight was closely associated with Tate in the past, media companies were quick to contact the founder of Sidekick Boxing to talk about their partnership in the past and to know about what Tate was like prior to his worldwide fame. The timing of it just happened to be perfect and it most certainly seemed like Daniel Knight’s mother was the guardian angel behind this.

Conclusion

As Andrew Tate’s popularity grew, the eyeballs started to land back to Sidekick Boxing. As a result, the business was booming again and it started its journey back to the top. Now that the hype is seemingly gone, the brand continues to do well and has made quite the name for itself.

As for its founder Daniel Knight, he remains grateful for what has transpired from his association with Andrew Tate and continues to work hard to take his brand to the next level each day.

• Facebook
• Instagram
• Twitter