Syd Vanderpool

Poster

Syd Vanderpool was Canada’s #1 ranked Super Middleweight boxer and a top contender for the International Super-Middleweight crown. Our objectives for this project, designed as both a poster and folder for promotional materials, were aimed at securing a title fight for Syd through a public relations campaign that branded him as an “Exceptional Athlete, Proud Canadian & Community Leader”. Syd rose to the #1 ranked boxer worldwide and fought for the world title in Las Vegas during October of 2004, losing a very close fight to undefeated American contender Jeff Lacy in the eighth round.

Promotional Materials

Syd Vanderpool’s quest for the title was accompanied by literature that listed his fighting record for the media. We also included community involvement and emphasized his character as being morally awake and socially responsible. The boxing world, as with many other industries, is not exempt from politics. Making the public aware that Syd was truly someone who had a “story to tell the world” was an important marketing component designed to create public awareness (outside Canada) that Syd was an authentic title contender.

T-shirt

A number of the Super Middleweight title contenders had refused to fight Syd. Obvious reasons for this revolved around their management not wanting their fighters to lose. In an effort to “shame” some of these fighters into the ring with Syd, t-shirts, along with other marketing efforts were worn by Syd Vanderpool supporters at various boxing events.