Celebrating Muhammad Ali’s 70th birthday next year, MAE’s new ALI70 campaign focuses on Muhammad Ali’s core values, including respect, confidence, conviction, dedication, giving and spirituality.

“Ali is one of the most iconic personalities of the last hundred years, with an image and reputation that marketers yearn for,” says Chris Gannett, CKX’s chief marketing officer. “We have an incredible opportunity to respectfully, yet proactively, manage his brand as the hugely valuable consumer asset it is We aim to do this by laddering up the ALI brand to a higher purpose and emphasizing the values that Ali, the man himself, embodies–values that are being wholeheartedly embraced by a new generation.  There is tremendous global goodwill toward Muhammad Ali."