Muhammad Ali may be 73 years old and 33 years retired, but that hasn’t stopped the boxing icon from being one of the most marketable athletes around.
Under Armour has teamed up with the legend of the ring in a multiyear agreement with Ali’s management Authentic Brands Group.
Ali’s brand will appear on Under Armour training apparel, lifestyle apparel, footwear and accessories.
ABG purchased Ali’s estate, intellectual property and licensing rights in 2013. As well as a collection of photos, videos and memorabilia of the boxer, ABG owns the “Louisville Lip’s” catchphrases such as “Float Like A Butterfly, Sting Like A bee” and “Greatest Of All Time”.
At the time it said it would embark on finding new partners for Ali based on six principles: confidence, conviction, dedication, giving, respect and spirituality.
After the deal was announced Ali’s wife Lonnie commented: “We see in the Under Armour brand a similar spirit and drive that pushed Muhammad to be such a groundbreaking force.”
Ali, widely regarded as the greatest fighter of all time, was previously signed up with Adidas who released a branded shoe and named a room after him at their US headquarters.