South Manchester brand commerce agency IF. has added another major partnership to its roster, teaming up with FUROCITY, the sports nutrition and energy brand founded by world heavyweight champion Tyson Fury, to supercharge its presence on TikTok Shop.
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, celebrity roots and authentic brand energy into measurable sales and sustained brand growth, both in-app and beyond.
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“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.
IF. is an Altrincham-based brand commerce agency that leverages brand into commercial growth. With a 20-year history, IF. has partnered with clients including YHA, Marston’s, Freshpet, and Faith in Nature to build, activate and amplify brand that drive results.
Tyson Luke Fury is a Wythenshawe-born professional boxer and star of Netflix’s At Home With The Furys. He has held multiple world heavyweight championships in his career, including unified titles from 2015 to 2016, the Ring magazine title twice between 2015 and 2022, and the World Boxing Council (WBC) title from 2020 to 2024. He also held the International Boxing Organization (IBO) title during his first reign as champion.
