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:
- What is licensing?
- What is licensed merchandise?
- In this case, is Champion the licensee or licensor?
- How might both Champion and Muhammad Ali benefit from this licensing agreement?
- What is a brand?
- Is Champion a brand?
- Is Muhammad Ali a brand?
- What is a “multiyear global campaign”?
- Why do you think certain pieces of the collection are available for a limited time only?