Laila Ali, one of the world’s most recognizable female athletes and a champion of health and fitness — as well as the daughter of boxing legend Muhammad Ali — has signed a multiyear endorsement deal with Marika.
Marika, a FAM Brands company, is a Commerce, Calif.-based specialist of women’s activewear and bodywear.
Ali will serve as the label’s spokeswoman across all marketing platforms. A print and viral advertising campaign is being planned for spring and will feature Ali in Marika fitness apparel in women’s fashion, lifestyle and fitness magazines. She will play a prominent role in the brand’s global retail and advertising campaign. In-store events are being considered.
Ali, the youngest daughter of Veronica Porsche Anderson and Muhammad Ali, has been a major draw in professional women’s athletics for years, and is known for her undefeated record in boxing. She currently serves as president of the Women’s Sport Foundation, and can be seen on the new ABC show “Everyday Health,” which focuses on people who have overcome or are overcoming health-related issues.
Ali represents Marika’s target customers in the 25-to-50 age range who want fashion, function and fit.
She described Marika as fitnesswear for the “modern woman juggling the demands of motherhood, work, household and her own personal being.”
“As a former world-champion boxer, I always look for high-performance gear to wear during my intense workouts. However, as a working mother of two, it’s now equally important for me to have functional workout wear that is also stylish in my wardrobe. This way, I can go from the gym to picking up the kids, without hesitation,” said Ali.
Regarding the brand, Carrie Henley, Marika’s executive vice president and general manager, said, “We have always, as a brand, been known for delivering an uplifting mix of athletic basics and feminine lifestyle activewear for women who are looking to maintain a healthy balance in their lives….Laila is a natural fit as she personifies today’s on-the-go, well-rounded woman. “
Marika was founded in 1982 and has sold more than $2 billion of active and lifestyle pieces since the brand’s inception. In 2010, the company introduced a shape-enhancing collection called Marika Miracles. The specialist also produces a figure-enhancing diffusion brand called The Marika Magic as well as activewear by Marika Tek, Marika and the Balance Collection by Marika. The brands are sold at stores worldwide and at marika.com.
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