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Champion Inks ABG Deal for Muhammad Ali Brand

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

Through the partnership, the late boxing icon 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 heavyweight star’s iconic imagery and quotes, and the six core principles that defined his life.

“Champions are defined by how they carry themselves in sports and beyond,” David Robertson, director of Champion global brand marketing, said. “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 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 people 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 apparel designs that feature iconic images of Ali and some of his most famous quotes.

The collection spans sizes XS to 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 item 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.

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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, celebrating 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 of entertainment at ABG, which in conjunction with Lonnie Ali as trustee of the Muhammad Ali Family Trust, 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.”

Consumers can shop the Champion X Muhammad Ali collection at, Champion stores, and the Social Status or RSVP Gallery e-commerce sites. Retailing between $40 and $125, the items are the first of three collection drops with the second and third drops slated for later this year and more collections planned for 2022.

Headquartered in New York City, ABG 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. The company’s portfolio of iconic and world-renowned brands generates more than $14 billion in annual retail sales and includes Marilyn Monroe, Elvis Presley, Shaquille O’Neal, Dr. J, Greg Norman, Barneys New York, Brooks Brothers and Prince.