Fashion icon Naomi Campbell and heavyweight kingpin Tyson Fury were on stage to the unveiling of innovative new sportswear brand Euphoria Wear at the IBA Golden Era press conference and project presentation in Istanbul.

The exhibition, which demonstrated the enormous strides made by founder Victoria Zyulkova in launching the first boxing focused fashion line of its kind in collaboration with the IBA, showcased a full range of high-end garments for both men and women.

 Having welcomed a host of the sport’s biggest names to the star-studded two-day event, it was the turn of runway icon Naomi Campbell, a special guest of IBA President Umar Kremlev, to speak at the official launch of the brand.

‘It’s an honour to be here and feel the energy of boxing,’ said Campbell, one of the world’s most instantly recognisable supermodels.

‘Not only is boxing a sport, but it is a movement and a state of mind. One that I have felt for a very long time. Boxing is something I turn to — I have been boxing for many years, when I need to get in shape, but also when I need to get my mind straight. It brings discipline.

‘Boxing is not only about the fight, but also about the presence, the style, the voice. IBA is not just creating fashion, it is creating a community where everyone is seen, heard and deeply respected.’

The ever-fashionable Fury, dressed in one of his trademark Claudio Lugli suits, spoke about the importance of expression through clothing — reaffirming Euphoria Wear’s mission to fuse modern, sleek fashion with the traditional values of boxing.

‘You want to feel good, you want to look good, and you want to perform,’ said Fury.

‘Your kit and what you wear is important for a fighter to be able to express who they are. You see me, I’m always in colorful, vibrant suits; this expresses my personality. It shows who I am, which is very important to me.’

With a strong emphasis on capturing the essence of the sport, Euphoria Wear seeks to not only position itself as a market leader in the fast-growing sportswear market, but also as the home of boxing-inspired apparel.

‘We are releasing a clothing line that is more than just sportswear,’ said Zyulkova.

‘Boxing is more than just a sport, it’s a lifestyle. The way you move, the way you speak, the way you enter the room. We took the core values of boxing: discipline, determination and courage — and expressed them through design.

‘We make made Euphoria Wear for those who feel a deep connection with boxing and the IBA. Boxing is more than simply a sport, and the IBA is more than just an international federation: it’s a family. So, welcome to the family!’

With endorsements from global influencers in Fury and Campbell — and in partnership with the might of the IBA — the range, which includes workout gear, casual sportswear and practical boxing attire, is set for full launch in 2025.

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Media contacts:

Elena Sobol, Head of Communications and PR, International Boxing Association: elena.sobol@iba.sport