DBI, a leading developer of consumer products and Authentic Brands Group, LLC (ABG) announce a partnership to launch an original Muhammad Ali fragrance collection. The Muhammad Ali Perfume is a collection of seven exclusive fragrances under 2 collection names “Legend” and “Legacy.” Each collection has different scents named “Rounds.” The number 7 has been inspired by Muhammad Ali’s career: On February 25th 1964 he defeated Sonny Liston by KO in the seventh round for his first World Title; he holds seven wins over seven other Hall of Fame inductees; and most of his victories happened in the seventh round.
Under Armour has been elevating the athletic game since 1996. Founded by former University of Maryland football player Kevin Plank, Under Armour is the originator of performance apparel and continues to focus on making all athletes better through passion, design and the relentless pursuit of innovation.
Under Armour will launch a full collection of exclusive Muhammad Ali™ branded performance apparel, footwear, and accessories in fall of 2015 at retail locations worldwide. Along with that, the brand will use the infamous Ali photographs, video footage, and audio clips in their brand-wide marketing campaigns.
Roots of Fight tells an authentic story that reflects a genuine place and time and weaves the true stories of icons from the past with those of the present. The company pays tribute to the rich history and tradition of martial arts from regions around the globe and connects the history and images of iconic fighters like Muhammad Ali and Bruce Lee.
The Muhammad Ali collection is inspired by his legendary fights, training techniques, and undeniable style.
Muhammad Ali is responsible for some of the most legendary moments in the ring and remains one of the most recognizable men in history, more than 50 years after he emerged as a gold medalist at the 1960 Rome Olympics. His incomparable work ethic, revolutionary techniques, and fearlessness towards standing up for his beliefs, all contribute to the legend that is Muhammad Ali. Among his countless awards and accolades, he was named Sports Illustrated’s “Sportsman of the Century,” GQ’s Athlete of the Century,” is a United Nations Messenger of Peace, and has received the Presidential Medal of Freedom and the Amnesty International Lifetime Achievement Award.