Champion Athleticwear and Authentic Brands Group (ABG) announced a multi-year collaboration for the Muhammad Ali brand.

The collaboration will include a global campaign that integrates across the Champion platforms with product collections and limited-edition drops. Champion will use Ali’s photo, quotes and his six core principles in its products.

“Champions are defined by how they carry themselves in sports and beyond,” said David Robertson, director, 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.”

“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,” continued Ali.

Photo courtesy Champion x Muhammad Ali