BOSS Legends: Muhammad Ali
BOSS has introduced 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. 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.
A capsule inspired by Muhammad Ali
BOSS Legends series
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.
