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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.
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