Where did you read it?? Do you have the link to this?
All I found related is: http://blocktribune.com/crypto-firm-gcox-signs-manny-pacquiao/

In the note, there is said it is a kind of "Celebrity tokens", and it is done by an exchanger page. The goal seems to be to sell tokens based on celebrities.
I don't see this as a serious project, and they don't explain in detail what it is about!