US retailer JCPenney has revealed a long-term strategic partnership with Muhammad Ali Enterprises, appointing the late professional boxer as its goodwill ambassador. The philanthropic partnership will kick off with the ‘Be The Greatest’ campaign on November 30, launched alongside a further charitable partnership with nonprofit Step Up.
‘Be The Greatest’ hopes to “inspire people to lift others up”, and will include a virtual livestream event featuring surprise guests from Muhammad Ali Enterprises. The event will occur simultaneously to a 100,000 dollar donation to Step Up from JCPenney.
Step Up supports young women in pursuing career and life ambitions, aimed at the development of new generation leaders. The organisation has been backed by the retailer since 2018 through a Young Luminaries programme, mentoring opportunities and virtual panels supporting the charity’s efforts.
The three-way partnership aligns with the values of each division, including Ali’s Six Core Principles and JCPenney’s values. The complimentary campaign hopes to continue on from Ali’s principles and aim to inspire the retailer’s associates and customers to make a difference in their communities.
Authentic Brands Group, a brand development and entertainment company, launched the partnership as the owner of Muhammad Ali Enterprises, in an arrangement with Lonnie Ali, a trustee of the Muhammad Ali Family Trust.