Keith Thurman Explains How “TIMBER” Catchphrase Was Born

Keith Thurman says the “TIMBER” catchphrase he debuted during the Sebastian Fundora press conference was developed during training camp and only became public after a late timeline change gave him time to finalize the concept.

The former unified welterweight champion believes March 28 is his chance to turn a comeback into a two-division title entry on his Hall of Fame resume.

Thurman, who will challenge Fundora for the WBC super welterweight title on March 28 in Las Vegas, turned the slogan into part of his media-round routine. He even brought “TIMBER” shirts to the media event, turning the phrase into a rallying cry ahead of the fight.

In a one-on-one interview with World Boxing News during press duties, Thurman explained that the phrase was already taking shape late in camp, but the final push came when extra time allowed him to complete the creative side with a designer.

How TIMBER Happened

“Hashtag Timber was being manifested on the back end of camp,” Thurman told World Boxing News.

“I wasn’t sure if we were going to be able to put something together at the last minute, so it just so happened that the delay allowed me to manifest this and get the artwork done properly with the graphic designer.

“They did a great job, we collaborated, we put it together, and it was a great fun project, something new for the fans. It’s exciting. I am looking forward to this fight. I am looking forward to winning with a terrific performance, and that means timber baby.”

Thurman said the slogan is part of a wider push to make the moment count, with the former welterweight champion aiming to leave Las Vegas as a two-division titleholder.

“This is what boxing is all about, this is what big dreams are all about,” Thurman told World Boxing News. “I am grateful to have this opportunity in my career, to not just be a three-time world champion but to be a two-division world champion. I just look forward to having that on my resume before it’s all said and done and we end up in the hall of fame later on, post-career.”

Fundora vs Thurman

Thurman said the delay gave him the extra runway to turn “TIMBER” from a late-camp idea into a finished fight-week identity before he steps into the MGM Grand.

“One Time” faces Fundora on March 28 at the MGM Grand Garden Arena in Las Vegas, with Fundora defending the WBC super welterweight title.

About the Author

Phil Jay is the Editor-in-Chief of World Boxing News (WBN) and a veteran boxing reporter with 15+ years of experience. He has interviewed world champions, broken international exclusives, and reported ringside since 2010. Read full bio.