AMIRI Taps Canelo Álvarez as New Brand Ambassador
by Adriano Batista
AMIRI has just named Mexican boxing legend Saúl ‘Canelo’ Álvarez as its newest brand ambassador. A four-division world champion and the first undisputed super middleweight titleholder in history, Álvarez is known for his skill, power, and adaptability in the ring, being called The Face of Boxing, and ranks among the world’s highest-paid athletes.
This partnership isn’t just about fame, it’s about shared values. Álvarez, a longtime fan of AMIRI, and designer Mike Amiri connected in California over their dedication to craft, the relentless push for excellence, and deep ties to their communities. Boxing and fashion might seem like different worlds, but both demand precision, whether in the discipline of training or the artistry of design.
AMIRI has always resonated with athletes, and Álvarez embodies its ethos: a drive to perform, achieve, and inspire. The move also signals the brand’s growing focus on Latin America, aligning with its vision of modern luxury as something borderless and culturally rich.
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