The Partnership Kicks Off with a Knockout
Muhammad Ali Collection that Embodies What it Means to be a
Champion
Champion Athleticwear, makers of authentic athletic apparel
since 1919, and Authentic Brands Group (ABG), a global brand
development company today announced a multi-year collaboration for
the Muhammad Ali brand. Through the partnership, Muhammad Ali will
be the muse for a comprehensive, global campaign that will include
integration across the Champion platforms and a series of product
collections and limited edition drops. Champion will utilize
Muhammad Ali’s iconic imagery, quotes, and his six core principles
that fueled his journey.
“Champions are defined by how they carry themselves in sports
and beyond,” said David Robertson, Director of Champion Global
Brand Marketing. “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.”
As “The People’s Champion,” Muhammad Ali was the ultimate
personification of what it means to be a champion – not for what he
did inside the ring but for what was inside of him. The first drop
of the Champion X Muhammad Ali collection is based on Ali’s six
core principles: confidence, conviction, dedication, giving,
respect and spirituality. Champion wants to inspire everyone using
these core principles to feel strength from within and to be
empowered to start a movement of staying true to oneself, on and
off the field.
The partnership kicks off with the launch of the Champion X
Muhammad Ali Collection, which evokes Ali’s spirit, celebrates
living like a champion, and is an embodiment of sportsmanship.
Ali’s core principles are reflected throughout the collection in
the apparel designs, which feature iconic images of Muhammad Ali
and some of his most famous quotes.
The collection spans sizes XS – 2XL and will include Reverse
Weave® hoodies, crewnecks and graphic t-shirts in a red, white,
gold and black color scheme and a Hyped X Wash. The Special Edition
Men’s Reverse Weave Hyped X Wash is a tie dye design, with each
hoodie being one-of-a-kind and hand dyed by local Los Angeles
artisans. Each hoodie is pre-washed for broken-in softness and has
graphics including a photo-realistic, archival Ali image on the
sleeve, and an elevated felt and satin The Greatest applique. The
collection is rounded out with a limited-edition pin set available
as an exclusive gift with purchase while supplies last in select
Champion retail stores, that celebrates Ali with iconic images and
words that commemorate his journey to greatness. Future collections
and drops will be announced in the months to follow.
“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,” said Marc Rosen, President,
Entertainment, ABG, which in conjunction with Lonnie Ali as trustee
of the Muhammad Ali Family Trust (MAFT) owns Muhammad Ali
Enterprises. “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.”
To shop the Champion X Muhammad Ali collection, visit
Champion.com, Champion Retail stores, Social Status or RSVP Gallery
beginning today. Retailing between $40 and $125, the items are the
first of three collection drops with Muhammad Ali in 2021, with the
second and third drops slated for later this year and more
collections planned for 2022.
To learn more about the Champion, visit Champion.com and follow
the brand on Instagram, Twitter, TikTok and Facebook.
About Champion®
Since 1919, Champion Athleticwear has offered a full line of
innovative athletic apparel for men and women including activewear,
sweats, tees, sports bras, team uniforms, footwear and accessories.
Champion uses innovative design and state-of-the-art product
testing to ensure uncompromised quality and innovative apparel for
its consumers. Champion Athleticwear can be purchased at department
stores, sporting goods, specialty retailers, and at Champion.com.
For more information, please contact us at 1-800-315-0563 or at
Facebook.com/Champion, follow us on Twitter @Championusa or on
Instagram @Champion. Champion is a brand of Hanesbrands Inc.
(NYSE:HBI).
About Authentic Brands Group
Authentic Brands Group (ABG) is a brand development, marketing,
and entertainment company, which owns a portfolio of global media,
entertainment, and lifestyle brands. Headquartered in New York
City, ABG elevates and builds the long-term value of more than 50
consumer brands and properties by partnering with best-in-class
manufacturers, wholesalers, and retailers. Its brands have a global
retail footprint in more than 100,000 points of sale across the
luxury, specialty, department store, mid-tier, mass, and e-commerce
channels, and more than 6,000 freestanding stores and shop-in-shops
around the world.
ABG is committed to transforming brands by delivering compelling
product, content, business, and immersive experiences. It creates
and activates original marketing strategies to drive the success of
its brands across all consumer touchpoints, platforms, and emerging
media. ABG’s portfolio of iconic and world-renowned brands
generates more than $14 billion in annual retail sales and includes
Marilyn Monroe®, Elvis Presley®, Muhammad Ali®, Shaquille O'Neal®,
Sports Illustrated®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®,
Nautica®, Aéropostale®, Forever 21®, Juicy Couture®, Vince Camuto®,
Herve Leger®, Judith Leiber®, Barneys New York®, Brooks Brothers®,
Frye®, Lucky Brand®, Nine West®, Jones New York®, Frederick's of
Hollywood®, Hickey Freeman®, Hart Schaffner Marx®, Adrienne
Vittadini®, Bandolino®, Spyder®, Tretorn®, Tapout®, Prince®,
Volcom®, Airwalk®, Vision Street Wear®, Thomasville®, Drexel®, and
Henredon®.
For more information, visit authenticbrandsgroup.com.
Follow ABG on Twitter, LinkedIn, and Instagram.
About Muhammad Ali
Muhammad Ali is one of the most influential athletes and
humanitarians of the 20th century and has created some of the most
legendary moments in sports and civil rights history. More than 50
years after he emerged as a Gold Medalist in Boxing at the 1960
Rome Olympics, Ali’s legacy extends beyond the ring and he
continues to be widely recognized as one of the most celebrated and
beloved icons of all time.
His incomparable work ethic, signature boxing techniques, and
fearlessness towards standing up for his beliefs, all contribute to
the legend that is Muhammad Ali. Among his countless awards and
accolades, he was named Sports Illustrated’s “Sportsman of the
Century,” GQ’s “Athlete of the Century,” a United Nations Messenger
of Peace, and has received the Presidential Medal of Freedom and
the Amnesty International Lifetime Achievement Award. Muhammad
Ali’s legacy is celebrated across cultures and continues to inspire
today’s most influential athletes, artists, musicians and
humanitarians around the world.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210224005066/en/
Suzanne Joyella Current Global sjoyella@currentglobal.com
Michelle Ciciyasvili ABG - Muhammad Ali Enterprises
mciciyasvili@abg-nyc.com
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