BOSS Legends: Muhammad Ali
BOSS Legends: Muhammad Ali

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: Muhammad Ali
The collection comprises five limited-edition pieces that combine 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. 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.

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.

Further Information

#BeYourOwnBOSS

Like a BOSS! After 50 years, we have introduced a new logo for BOSS, as part of a true 360-degree rebranding. The new BOSS is bolder, more contemporary, and more impactful.

Shop the collection

Explore and pick your favorites from among the five limited-edition pieces that pay tribute to Muhammad Ali and his trailblazing career.

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