Fragrance house

Muhammad Ali

Muhammad Ali’s business affairs evolved from Greatest of All Time, Inc. to Muhammad Ali Enterprises, with Lonnie Ali serving on Muhammad Ali Enterprises after GOAT was sold. On November 19, 2013, Authentic Brands Group acquired Muhammad Ali Enterprises from CORE Media Group and said it would own and manage the associated intellectual property in partnership with the Ali family and Joel Weinshanker. The modern Muhammad Ali fragrance brand emerged through a seven-fragrance collection developed by DBI Innovations UK Ltd., with references dating the collection to 2017. Its fragrance identity is organized around the Legend and Legacy collections, whose individual scents are labeled as Rounds and presented in boxing-glove-shaped packaging. In January 2022, Muhammad Ali Enterprises collaborated with UAE fragrance brand Arcadia on Thunderous, a collection conceived around Ali’s presence, resilience, and legacy. At that time, Authentic Brands Group and Lonnie Ali, as trustee of the Muhammad Ali Family Trust, were identified as the owners of Muhammad Ali Enterprises.