Under Armour has partnered with Authentic Brands Group to create a collection of men’s, women’s and children’s apparel under the Muhammad Ali name. A capsule collection of performance apparel, footwear and accessories will launch next month and be sold at Under Armour Brand House locations as well as select department stores and sporting goods retailers. A full collection will be offered for fall and will have a wider distribution.
The March collection will include approximately 20 styles of retro-inspired T-shirts, tanks and sweats with prices ranging between $30 and $80. In November, a 23-piece training collection will be added, with prices ranging from $35 to $100.
“Ali is one of the most recognized and celebrated figures of all time. His achievements both in the boxing ring and through his dedicated humanitarian efforts around the world solidify him as ‘The Greatest of All Time,’”said Glenn Silbert, vice president of men’s, outdoor and team sports for Under Armour. “It’s an honor to align the Under Armour brand, which has long celebrated the unyielding will of an athlete, with such an icon. We look forward to working closely with ABG and the Ali family to introduce Ali to the next generation of athletes around the world.”
The collection will incorporate words and imagery based on the legendary boxer. The product will be supported with “a fully integrated campaign” that will be marketed on the Under Armour and Ali social media channels. The campaign will include classic video clips of the boxer paired with quotes.
ABG also owns the intellectual property for brands including Marilyn Monroe, Elvis Presley and Hickey Freeman.