Under Armour has teamed with Authentic Brands Group to feature imagery, video, and quotes from the Muhammad Ali brand in a global integration that will include both product and promotions.
The long-term partnership will launch next month with a capsule collection of lifestyle apparel featuring Ali's words and imagery for men, women and youth. The line will be available at the Under Armour website, Under Armour Brand House locations, select department stores and sporting goods retailers. A full collection of Muhammad Ali-branded performance apparel, footwear and accessories will then debut this fall at retail locations worldwide.
“Ali is one of the most recognized and celebrated figures of all time. His achievements both in the boxing ring and through his dedicated humanitarian efforts around the world solidify him as The Greatest of All Time,” says Glenn Silbert, vice president, men's, outdoor and team sports, Under Armour. “It’s an honor to align the Under Armour brand, which has long celebrated the unyielding will of an athlete, with such an icon. We look forward to working closely with ABG and the Ali family to introduce Ali to the next generation of athletes around the world.”
The retail launch will be supported by a fully integrated campaign on the Under Armour and Muhammad Ali social media channels. The campaign will bow in early March with classic Ali video clips paired with iconic quotes from the living legend.
“Muhammad Ali is one of the most respected and trailblazing figures in modern history. His monumental influence as a leader and champion continues to impact athletes, celebrities and fans from around the world,” says Nick Woodhouse, president and chief marketing officer, ABG. “The partnership with Under Armour is a perfect marriage as it uniquely taps into the deep connection that people have with Ali.”