Usually when a brand opens a new store, they invite a local celebrity to cut a ribbon.
However, there were no scissors present when Anthony Joshua was asked to open a new shop in Amsterdam.
Under Armour, who endorse Joshua, invited the IBF and WBA heavyweight champion to punch his way into the store by breaking the shop's windows.
Joshua, who is fresh from a holiday in Dubai where he trained on top of the Burj Al Arab, made light work of the glass, sending the shards of glass flying as he did the honours.
With 2018 fast approaching, Joshua is yet to finalise his first opponent of the year, with negotiations ongoing with WBC champion Deontay Wilder and WBO titleholder Joseph Parker as he looks to unify the heavyweight division during the next 12 months.