PROJECT VII

PROJECT VII: BRAND REPOSITION

GreenLight x Muhammad Ali | It Was Never About Boxing

Challenge: How do you reintroduce one of the most iconic figures of the 20th century to a new generation of clients—and shift perception from athlete to cultural force?

Opportunity: Position GreenLight’s exclusive licensing rights to Muhammad Ali as more than access to a name—offering a dynamic, emotionally rich toolkit of likeness, audio, and ethos for brands seeking resonance and impact.

Creative Solution: Developed the campaign “It Was Never About Boxing,” reframing Ali’s story in his own words to spotlight the breadth of his influence—as an activist, speaker, and symbol of conviction. Through a multi-touch launch strategy, we created a direct mailer to introduce the campaign, paired it with a client giveaway to drive curiosity and engagement, and anchored the effort with a cinematic video spot showcasing the emotional and commercial power of Ali’s legacy.

This work redefined the value of licensing Ali—not as nostalgia, but as a living, breathing cultural asset ready to inspire new narratives.