The challenge:
Muhammad Ali wasn't just a sporting icon; he was a cultural phenomenon, known for his exceptional boxing skills, charismatic personality, and outspoken advocacy for civil rights and social justice.
Ali was a global symbol of inspiration, courage and resilience, whose influence transcends generations, cultures and geographic boundaries.

The challenge was to create a product collection in partnership with combat sports brand, Superare, that reflected Ali’s influence, emulated his legendary persona and appealed to Superare’s target audience.

The solution:
A unique twist on a timeless brand. Given the popularity of Ali’s image, this collection had to be an evolution of the mainstream. With 100s of brands using the Ali license within their product assortment, our answer was to take iconic references and combine them with trend forward design elements to create a fusion of timeless classics and modern compositions.