ALI70 - subtitled 2012: The World Celebrates The Greatest - is set to recognise Ali’s core values as central to the brand’s positioning and relevance, including respect, confidence, conviction, dedication, giving and spirituality.
Chris Gannett, CKX’s chief marketing officer, commented: “Ali is one of the most iconic personalities of the last hundred years, with an image and reputation that marketers yearn for. We have an incredible opportunity to respectfully, yet proactively, manage his brand as the hugely valuable consumer asset it is.
"We aim to do this by laddering up the ALI brand to a higher purpose and emphasising the values that Ali, the man himself, embodies – values that are being wholeheartedly embraced by a new generation. There is tremendous global goodwill toward Muhammad Ali."
The premise of the ALI70 campaign is that despite coming into the public eye over 50 years ago, the values Ali embodies are still relevant today. The project will present Ali as an original who changed the world – a lifelong campaigner for freedom and truth who viewed boxing as a stepping stone to a larger platform.
Kelly Hill, VP of worldwide licensing, Muhammad Ali Enterprises, added: “There has never been a better time for the ALI brand and what he represents than in this current purpose-driven climate.
“This campaign is the first installment in a multi-year plan to elevate ALI to an entirely new level, and it sets the stage for exciting strategic growth. 2012 will be an important year for Ali himself, Muhammad Ali Enterprises, and our licensees and marketing partners.”
The integrated campaign is being presented at Vegas via a video and interactive presentation, newly commissioned collectable memorabilia and embedded flash drives with ALI content for potential partners who visit booth 3277.