Fashion house Louis Vuitton tapped director Stuart McIntyre, graphic designer Niels Shoe Meulman, and rapper/actor Yasiin Bey (formerly known as Mos Def) to honor legendary boxer Muhammad Ali in a new advertisement campaign.
Vuitton seeks to highlight their association with the art of travel through the campaign, which features graphic art, spoken word, and fashion to depict a riveting image of Muhammad Aliâ€™s career over time. In the “Dream” and “Word” videos, Bey recites Aliâ€™s most famous taunts and brags in a similar bold and powerful manner. Bey performs the spoken word whileÂ Meulman uses a broom to paint the titles on the ring floor in calligraphy style letters.
The full campaign includes the adorable print ad of Ali and his four-year old grandson C.J., an interactive landing page with audio of some of Aliâ€™s famous quotes, and the videos featuring Bey and Meulman. Videos for â€œFloatâ€ and â€œLifeâ€ will hit the web in September, and a painting of Ali by Meulman is coming in October.