IF. Lands Knockout Partnership with Tyson Fury’s FUROCITY

Brand commerce agency IF. has added another major partnership to its growing roster, teaming up with FUROCITY

FUROCITY is the sports nutrition and energy brand founded by world heavyweight champion Tyson Fury.

While TikTok Shop is a key focus, it represents just one part of IF.’s broader brand commerce offering, which spans brand strategy, creative activation, and performance marketing.

FUROCITY’s fast-growing range - including high-protein bars, energy drinks, and pre-workout shots - has already built a loyal following. IF. will support the brand with full-service TikTok Shop management, covering content creation, affiliate and creator activation, paid social, and ongoing shop optimisation. The goal is to turn FUROCITY’s popularity and authentic brand energy into measurable sales and sustained brand growth, both in-app and beyond.

“Partnering with FUROCITY is incredibly exciting for us,” said Laura Selby, managing partner at IF. “With Tyson as the face of the brand and such genuine product credibility, the potential on TikTok Shop is huge. We’re focused on turning that brand energy into meaningful commerce.”

“It’s a proud moment for FUROCITY to team up with IF. as we move into our next growth phase,” added Amy Willsher, managing director of FUROCITY. “This is about more than selling bars and drinks - it’s about building a movement and deepening our connection with fans.”

The partnership begins with a three-month activation phase to build TikTok Shop performance foundations and drive engagement, with longer-term plans to position FUROCITY as a leading force in the sports nutrition and energy drink category.