Athletic apparel company Under Armour UA 1.63% announced on Wednesday a new partnership with former world heavyweight boxing champion and iconic sports figure Muhammad Ali.
Under Armor plans to create a line of Ali-branded and inspired products that will launch in November of 2015.
Larger Than Sports
While Ali will go down in history as one of the greatest boxers of all time, Under Armour will likely try to capitalize on the larger-than-life image of Ali as an inspirational historical figure. Ali is a hero to many African Americans not only for his boxing prowess, but for his passion for civil rights.
The outspoken Ali never shied from speaking his mind, once saying, “I know I got it made while other black folks are out there catching hell, but as long as they ain’t free, I ain’t free.”
Ali also captured headlines by refusing to serve in the Vietnam War after being drafted, a stance that led to a court conviction resulting in Ali being stripped of his heavyweight championship. Ali was one of the greatest fighters of all time, but wanted only to fight on his own terms.
Non-Traditional Training
Under Armour is known for its innovation when it comes to training equipment and apparel. The company might choose to incorporate that element of Ali’s persona in its new product lines as well.
Ali was well-known for thinking outside the box when it came to training techniques, and preferred lifting logs outdoors to weights in a gym.
Catch Phrases
It’s also possible Under Armour could utilize some of Ali’s many colorful catchphrases, including “float like a butterfly, sting like a bee” and “I’m the best. I just haven’t played yet.”
Inspirational phrases such as these seem tailor-made for athletic training apparel.
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