Champion® Athleticwear Announces A Multi-Year Collaboration With The G.O.A.T. — Muhammad Ali Brand

February 24, 2021
WINSTON SALEM, N.C — February 24, 2021 — Champion Athleticwear, makers of authentic athletic apparel since 1919, and Authentic Brands Group (ABG), a global brand development company today announced a multi-year collaboration for the Muhammad Ali brand. Through the partnership, Muhammad Ali 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 Muhammad Ali’s iconic imagery, quotes, and his six core principles that fueled his journey.
“Champions are defined by how they carry themselves in sports and beyond,” said David Robertson, director of 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.”

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