Muhammad Ali is no longer with us but he will forever personify and occupy the status of being ‘The Greatest’. That’s the identity that Champion Athleticwear is hoping to leverage with a new line of officially licensed clothing featuring Muhammad Ali’s iconic imagery.
The first drop in the new clothing line will feature Ali’s ‘six core principles’: confidence, conviction, dedication, giving, respect and spirituality. There will be three additional releases from the Ali collection in 2021 with more planned in 2022. The collection will primarily consist of hoodies, long sleeve crewnecks and t-shirts.
Marc Rosen, President, Entertainment, ABG, which in conjunction with Lonnie Ali as trustee of the Muhammad Ali Family Trust (MAFT) owns Muhammad Ali Enterprises, brokered the deal and had this to say about the legacy of ‘The Greatest’:
“The Greatest of All Time and Champion are a natural fit for a partnership, and we are really proud of the Champion X Muhammad Ali collection that drops today. To quote Ali himself, ‘Champions aren’t made in gyms, Champions are made from something they have deep inside them – a desire, a dream, a vision.’ This partnership will honor that sentiment and we are excited for it to kick off.”
David Robertson, Director of Champion Global Brand Marketing, is clearly pleased for his company to be reppin’ Ali:
“Champions are defined by how they carry themselves in sports and beyond. Muhammad Ali’s legacy and Champion share a common foundation of authenticity, confidence and inclusivity. We are incredibly excited to see how consumers react to this new collaboration and interpret how we’ve incorporated designs that reflect self-expression to help them feel comfortable, confident and ready to take on any challenge.”
The collection will be available at Champion Retail stores and on their website.