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Adidas Originals
Ali by Adidas

Happylucky was privileged to be part of a three-year adventure with the Greatest of All Time. We were brought in to introduce a new apparel and footwear range for Muhammad Ali. We created the look and feel to position Ali by adidas and the language to connect with consumers using an elegant, luxurious, and sophisticated tone through photography, copywriting, print materials, and layout. We introduced Ali, the man, through a series of his quotes, illuminating the breadth of who he is as a statesman, sports icon, philosopher, spiritual person, prankster, and rapper.

Year two asked, “When did he become the greatest?” The creative solution was a virtual wall of “moments” in Ali’s life, highlighted as you move through the campaign, supported by photographs exhibiting the many sides of Ali, shot by his lifelong friend Howard Bingham.

Year three celebrated the six “Core Values” that are the foundation of the museum exhibit space at the Ali Center in Louisville, KY. World-renowned artists created paintings, each interpreting one of these Core Values.

  • Ad insert
    [Photography Howard Bingham]

  • Ad insert
    [Photography Howard Bingham]

  • Ad insert
    [Photography Steve Steckly]

  • Lookbook cover

  • Lookbook
    [photography: Rafael Astorga]

  • Installation Muhammad Ali’s visit to adidas’ North American headquarters
    [photographer: Howard Bingham]

  • Tabletop sign
    [artwork: Andy Warhol]

  • Outdoor billboard in NYC
    [photographer: Howard Bingham]

  • Lookbook
    [Art (bottom L to R): Eric Bailey, HVW8, Usugrow, Shepard Fairey]

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