BOSS introduces a unique capsule that brings to life the attitude that the brand shares with the greatest of all time, Muhammad Ali – the desire to conquer fears, believe in your abilities, and be your own BOSS.
Inspired by icons, past and present, BOSS is planning further capsules over the coming months as part of its "BOSS Legends" series. Each collection will be inspired by a legendary individual with a portion of the profits made donated to a charity close to their heart.
This March, BOSS presents five limited-edition pieces that pay tribute to Ali and his trailblazing career. The capsule combines statement essentials and matching accessories – such as T-shirts printed with artwork of the young boxer and caps featuring the nickname “G. O. A. T.” in a neutral palette of black, camel, and white. The accompanying campaign showcases the styles animated inside a boxing ring, twirling before the camera, feinting uppercuts, and right hooks.
Muhammad Ali is one of the most celebrated sporting and cultural figures of all time. He gained recognition as a sportsman and activist, and as an entertainer and poet. This multi-faceted ambition captures the essence of the new BOSS brand identity, launched in January 2022.
The Muhammad Ali collection is now available online and in BOSS stores.
This capsule collection came to life in collaboration with Authentic Brands Group (ABG), which in partnership with Lonnie Ali as trustee of the Muhammad Ali Family Trust (MAFT), owns Muhammad Ali Enterprises.