Competitive Edge - Sports & Entertainment Marketing News

Champion Athleticwear announces multiyear partnership with the Muhammad Ali brand

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Heritage activewear line Champion and the Muhammad Ali brand have teamed up for a multiyear global campaign that includes a series of limited edition drops. The inaugural Champion X Muhammad Ali collection “evokes Ali’s spirit, celebrates living like a champion, and is an embodiment of sportsmanship,” according to the North Carolina-based company.

Click here to read the story at sports.yahoo.com.

Discussion Questions:

  1. What is licensing?
  2. What is licensed merchandise?
  3. In this case, is Champion the licensee or licensor?
  4. How might both Champion and Muhammad Ali benefit from this licensing agreement?
  5. What is a brand?
  6. Is Champion a brand?
  7. Is Muhammad Ali a brand?
  8. What is a “multiyear global campaign”?
  9. Why do you think certain pieces of the collection are available for a limited time only?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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