With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being knocked out by Canelo Alvarez. The news claimed that he was finished as a boxer.

At a time when nobody backed Khan, because they all thought his career was over, Sting decided to remake the boxer's reputation and to re-energize him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. The connection made sense also because Pakistanis are known for their resilience even in the face of disasters and calamities.

A digitally led campaign by the name of #StingChallenge was launched, inviting Pakistanis to challenge and train Khan back into the ring.

Following a short teaser, an online film was launched that marked the beginning of Khan's #StingChallenge. The film showed the boxer training in the old city of Lahore using unconventional means: parkour on the rooftops of this old Mughal city, training with local wrestlers, jumping over rickshaws, shadowboxing with clotheslines. The film ended with a call to action: "Dare to challenge Amir Khan".

Following the video every week a challenge post would be created which called out the digital audience to help train Khan by giving him challenges. The audience came up with incredibly creative challenges using local techniques (such as boxing to the tune of a traditional drum beat) and Khan met them head-on.

Khan performed a total of 6 challenges that were high in demand. The consumer promotion rewarded top 5 winners with tickets to Amir's next fight.

Remake The Boxer" is one of the most successful campaigns PepsiCo has ever run. It not only firmly re-established Sting in the market as an energy drink, with a boost in credentials by 6 massive points, the online film alone gained a cumulative of 16 million views online and was the fastest to 10 million views in PepsiCo's history. Total impressions crossed the 100 million mark.

In a complete knockout of the competition, sales increased by an incredible 30 PERCENT during and following the campaign. Sting is now the BIGGEST selling energy drink in the country.

The brand's efforts also brought back Amir Khan into the boxing ring, and against all odds, he won his comeback fight within 39 SECONDS. Not only had we remade a brand, we had also re-energized a boxer back into the ring.