Everlast Sports the Muhammad Ali Collection | Adweek Everlast Sports the Muhammad Ali Collection | Adweek
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Everlast Sports the Muhammad Ali Collection

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Boxing brand Everlast has signed a licensing deal with Muhammad Ali Enterprises for a line of apparel and equipment aimed at everyone from aspirational fighters to casual fans.

The deal marks Everlast’s centennial anniversary in 2010 and the 50th anniversary of Muhammad Ali's Olympic gold medal performance at the 1960 Olympics (when he was still fighting under the name Cassius Clay).

“The line was created as a tribute to the Everlast product Ali used during his days of training and competition—many of the products are replicas of the exact product he used, now updated with our modern brand technologies,” said Matt Cowan, Everlast vp of marketing. “We will be using his nicknames, likeness and inspirational quotes throughout the campaign to create an emotional connection.”

The Muhammad Ali Collection by Everlast will be a dedicated, co-branded product line that honors the life and times of the iconic fighter, who wore Everlast during "The Rumble in the Jungle," "The Thrilla in Manila" and other historic boxing matches. Apparel and equipment will carry the signature of the boxer dubbed “The Greatest of All Time” and his humorous boast to “Float like a butterfly, sting like a bee.”

A print campaign will connect famous Ali images and quotes to Everlast’s brand ethos of Strength, Authenticity, Individuality and Dedication,” Cowan said, while a dedicated micro site will offer a historical retrospect of Ali's career and serve as e-commerce and brand marketing platforms.  

The Muhammad Ali Collection will launch this fall. Products include heavy bags, gloves, trunks, robes, fitness gear and other accessories, and sell primarily at sporting goods stores such as Dick’s Sporting Goods and The Sports Authority. Prices range from $30 to $100.