American sportswear specialist Under Armour and the brand development and licensing company Authentic Brands Group (ABG) have entered into a multi-year partnership with former legendary professional boxer Muhammad Ali to launch a new lifestyle clothing and accessories brand.
According to the newly signed agreement, the two companies will use the iconic 73-year-old heavyweight’s famous imagery, video and quotes in the products as well as marketing campaigns for the upcoming range.
Talking about the new association, Glenn Silbert, VP - mens, outdoor and team sports, Under Armour, said, “We look forward to working closely with ABG and the Ali family to introduce Ali to the next generation of athletes around the world.”
Nick Woodhouse, president and CMO of ABG also spoke on the new collaboration, “Muhammad Ali is one of the most respected and trailblazing figures in modern history. His monumental influence as a leader and champion continues to impact athletes, celebrities, and fans from around the world. The partnership with Under Armour is a perfect marriage as it uniquely taps into the deep connection that people have with Ali.”
The first instalment of the long-term collaborative will be available from sometime in March, 2015 at UA.com, Under Armour’s exclusive retail locations, select department stores and sporting goods retailers. Enhanced with pictures and words of the Olympic Gold Medallist, the introductory capsule line will include apparels for men, women and youth.
A full collection of exclusive Muhammad Ali branded performance apparel, footwear and accessories will debut in fall of 2015 at retail locations worldwide. (PB)
Fibre2fashion News Desk - India