Muhammad Ali Brand Knocks Out Multi-Year Champion Deal

The iconic boxer has a new partnership on the way with Champion.
License Global

February 22, 2021

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Champion has found its latest collaborator with boxing icon Muhammad Ali.

The two brands have revealed a multi-year partnership that will include limited-edition drops and collections over the next two years. Extensive details will be announced in the coming weeks.

The partnership will launch with the Champion x Muhammad Ali Collection, which according to a statement given to 

WWD

, "evokes Ali's spirit, celebrates living like a champion, and is an embodiment of sportsmanship," and features images of the late boxer as well as some of his most famous quotes. The collection is based on Ali's principles of confidence, conviction, dedication, giving, respect and spirituality.

"Champions are defined by how they carry themselves in sports and beyond," David Robertson, director, global brand marketing, Champion told 

WWD

. "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 first drop will be men's crewnecks, graphic tees and reverse weave hoodies in a red, white and gold color palette. Other products will include a special-edition reverse weave Hyped X Wash hoodie with a tie-dye design, each hand-dyed by Los Angeles artists.

The hoodies include Ali's image on the sleeve and a satin applique that says "The Greatest." The collection will also have a limited-edition pin set available as a gift-with-purchase in select Champion retail stores while supplies last.

Two additional drops are scheduled for later this year and more for 2022.

"The 'Greatest of All Time' and Champion are a natural fit for a partnership, and we are proud of the Champion x Muhammad Ali collection," Marc Rosen, president, entertainment, Authentic Brands Group, which owns the Muhammad Ali Enterprises trademark in conjunction with the boxer's widow Lonnie Ali as trustee of the Muhammad Ali Family Trust, told 

WWD

. "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."

The collection will be available at Champion retail stores and its e-commerce site, the RSVP Gallery in Chicago and the Social Status specialty chain.

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