Under Armour signe Muhammad Ali

Plus de 33 ans après son dernier combat, Muhammad Ali est toujours une star du sport. Ce mercredi 18 février 2015, Under Armour, équipementier américain a annoncé avoir signé un contrat pour créer une ligne de produits inspirés et utilisant l’image de Muhammad Ali.

Une série limitée de T-Shirts est disponible en vente dès aujourd’hui pour lancer ce partenariat et une ligne lifestyle devrait voir le jour le mois prochain. D’ici le mois de Novembre, le nom de Muhammad Ali sera présent sur l’intégralité des produits Under Armour, vêtements, textiles et accessoires.

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Pour Glenn Silber, Vice Président des catégories homme, outdoor et sports collectifs chez Under Armour, Muhammad Ali « est l’un des héros de notre passé et un véritable créateur et innovateur. (…) Pour réaliser ces produits, nous nous sommes imaginés être aux côtés d’Ali dès ces débuts et le travail créatif fut très simple. »

Ce n’est pas la première incursion d’Under Armour dans la boxe puisque la marque a une ligne « Roots of Fight » (« Les Racines du Combat ») qui a porté une collection retro de Bruce Lee, Mike Tyson ou encore Boom Boom Mancini. Mais avec l’arrivée d’Ali, on peut s’attendre à autre chose quand on sait que Muhammad Ali était un pionnier dans son approche aux entrainements et dans son irrévérence, des valeurs et des aspects que partagent la marque.

Muhammad Ali, 73 ans, était auparavant sous contrat avec adidas qui l’avait notamment utilisé dans sa publicité Impossible is Nothing. Malgré sa maladie qu’il combat chaque jour, son appeal auprès du grand public mais aussi des retailers est encore extrêmement présent, de quoi ravir Under Armour, son public et ses investisseurs.

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