Under Armour unveiled its new UA x Muhammad Ali collection to an exclusive list of media and buyers in early October 2015. SGB was in attendance at the legendary Gleason’s boxing gym, where UA stars and company executives shared the big reveal.
For details from the event read our full report here.
Nick Woodhouse, president and CMO, Authentic Brands Group, described Ali as “one of the most respected and trailblazing figures in modern history,” while Glenn Silbert, VP, Mens, Outdoor and Team Sports, Under Armour, said, “What November 1 represents is the first time Under Armour has put our spin on Muhammad Ali using performance as a lens.”
Natasha Hastings, USA track and field sprinter and Olympic gold medalist; Cam Awesome, a USA boxing heavyweight; and Jovan “Wanna” Walton, a junior boxer and Team UA Next athlete, met in a boxing ring to discuss Ali’s influence on their careers.
The collection includes a host of t-shirts, sweatshirts and hoodies bearing likeness of the boxing legend as well as some his most notable feats, including the “Thrilla in Manila.” Many of the t-shirts also play up Ali’s colorful and inspiring sayings.
The UA x Muhammad Ali collection will sell at UA.com, Under Armour’s Brand Houses and select retailers. Highlights of the collection include:
- Ali French Terry Pull Over Hoody, $70. Lightweight French Terry fabric has a smooth outer layer with a soft inner layer while Under Armour’s Moisture Transport system wicks moisture away from the body.
- Ali Rumble Photoreal T, $35. Charged Cotton fabric dries quickly and offers a natural heathered look.
- Ali Hiit Short, $50. Light and breathable body fabric offers stretch woven panels on back and inseam for full range of motion.
- Women’s Ali Fleece Pullover, $65. ColdGear technology in a loose fitting pullover.
- Women’s Ali Fleece Capri, $60. All-season fited pant.
Infused with Coldgear, Charged Cotton and many of the brand’s latest technologies, Under Armour’s designers tried to capture a younger Ali as he would appear in 2015. “We looked at what Ali would be training in today,” said Silbert. ”What apparel from Under Armour would make him better.”
To market the Ali collection to consumers, Under Amour is using videos integrating footage of Ali into its existing “Rule Yourself” ad campaign.