An Anglo-Arab group commissioned us to explore brand licensing ideas for a new line of perfumes. Notoriously, fashion and sports brands are the absolute protagonists in this product category. However, it was necessary to find something distinctive, iconic, and special. We therefore searched for and identified Muhammad Ali, the boxing legend, as the ideal brand for a line of fragrances where values are the true protagonists.

A series of strategic considerations linked to markets and distribution then completely convinced the champion’s heirs, giving birth to 7 unmistakable fragrances also in the design of the bottle, a crystal glove with Muhammad Ali’s signature.