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by Stephen Chapman Sheffield’s Steel City Interactive has brought Muhammad Ali back into the ring as a fully playable character in its Esports Boxing Club. It’s been possible through a new partnership with Authentic Brands Group (ABG), which in partnership with Lonnie Ali as trustee of the Muhammad Ali Family Trust (MAFT), owns Muhammad Ali Enterprises. “Signing Muhammad Ali into Esports Boxing Club is a great honour for our studio,” said Ash Habib, Founder and CEO of Steel City Interactive. “The creation and development of our revolutionary footwork system was made with Ali in mind. We are excited about the partnership with ABG, who made this deal possible.” ....
February 24, 2021 WINSTON SALEM, N.C â February 24, 2021 â 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 Aliâs iconic imagery, quotes, and his six core principles that fueled his journey. âChampions are defined by how they carry themselves in sports and beyond,â said David Robertson, director of Champion Global Brand Marketing. âMuhammad Aliâs 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 weâ ....