Alvarez, Golovkin go old school for title fight
Boxing is already trying to move on from Floyd Mayweather Jr. vs. Conor McGregor, a divisive circus upon which no one can agree if it was a mighty boost or a knife to the heart of the sweet science.
Yet as the game takes its first steps into the future, it is doing so by taking a glance at the past. What shapes up as the most appetizing battle of the year, Saul “Canelo” Alvarez vs. Gennady “GGG” Golovkin, is staking its claim for the public’s pay-perview money as a throwback to a simpler time, when fighters talked with their fists and punching power was the greatest currency in sports.
The commercial for the Sept. 16 event features the boxers wearing old school gear in an old school gym, schemed by master boxing film director and producer Leigh Simons under the orders of promoter Oscar De La Hoya to have the feel of the 1930s.
“I love the fact that it’s like the Prohibition days, when fighters were fighters,” De La Hoya said. “It was about survival. That’s the whole vision behind this. This fight will be a war. It will be the best fighting the best. Two guys who are gentlemen outside the ring but respect boxing and are just ready to unleash on each other.”
Alvarez and Golovkin are an ideal fit for such a campaign. Each combatant follows a career approach more in tune with the no-nonsense champions of yesteryear than with the social media-friendly whirl of insults and sports cars that preceded last week.
Alvarez (49-1-1) was so inspired by the look of the vintage shorts Simons provided for him during the shoot that he is having a similar, albeit more comfortable, pair made for use on fight night.
“People can see this is a different type of quality fight,” said Alvarez, 27. “Both fighters are professionals. There’s no reason to bad-mouth anybody. The world sees the difference between fighters who are there to fight and take the sport seriously and others who are just putting on an entertainment show. I like it, and that’s why I’m going to wear the shorts.”
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“It was clear they want to do everything the right way. It is the biggest fight of their lives, and they are giving it everything.”
Boxing film director and producer Leigh Simons, on Canelo Alvarez and Gennady Golovkin
ed to be part of the filming, with this writer dressed up as a 1930sstyle reporter, complete with a flashbulb-popping camera setup and a hat with a press card tucked into the brim. As is the eternal plight of those with minor roles, 16 hours on set translated into about two seconds of air time — entirely appropriate given my wooden acting ability.
Golovkin and Alvarez were engaged enough that, to Simons’ surprise, neither raised any objection when the shoot ran into a second day, even during the middle of training camp. On set, Alvarez spent most of his time in his trailer, relaxing and watching television. Golovkin, clearly intrigued by the whole process, regularly stepped out to chat with the staff and take selfies with extras.
“I respect boxing,” Golovkin said. The knockout specialist from Kazakhstan is 35 and is undefeated in 37 fights. “I respect sport. It’s very nice to see the tradition of this sport, very interesting. This is about what’s best for boxing.”
Each part of the commercial, which sees Alvarez and Golovkin walk into a dark inner-city gym and stare each other down before squaring off, had its own subtle message. A collection of legends, including Roberto Duran, Thomas Hearns and Bernard Hopkins, also played roles, with Hearns in particular portraying a timeless charm in his period clothing.
“They are passing the torch,” De La Hoya added. “They know what is at stake here.”
On the line, with Mayweather retired, is the title of boxing ’s biggest drawing card, plus three middleweight belts and a shot at the mythical pound-forpound No. 1 ranking.
De La Hoya’s furious tweet pouring scorn on MayweatherMcGregor last week was certainly ill-advised, but there is no doubting the intensity with which he believes in this bout. To reflect that, his Golden Boy Promotions company spared no expense in creating the commercial and the countdown show that accompanied it.
“Every fight is promoted in such a way that tells you it is going to be the best,” said Simons, who has spearheaded more than 50 PPV campaigns. “You have to be authentic. It is one thing to say this is going to be a throwback fight, but it only works if you have the fighters to back it up. Here we have the two best middleweights in the world. They are aggressive fighters, and they honor the history of what came before them.
“Gennady and Canelo, the best way to describe them is they came here to work like they were in camp. It’s 100 degrees, and they were in suits. They did all the takes and everything we asked of them. It was clear they want to do everything the right way.
“It is the biggest fight of their lives, and they are giving it everything.”