Muhammad Ali Center Plans Reimagination with BRC

(eap) The Muhammad Ali Center in Louisville (Kentucky, USA) is set to undergo a reimagination and further development in collaboration with US-based design company BRC Imagination Arts. Founded in 2005 by boxing legend Muhammad Ali (†) and his wife Lonnie Ali, the centre is dedicated to both the former professional boxer’s sporting achievements and his six core principles: confidence, conviction, dedication, giving, respect and spirituality. The centre welcomes more than 80,000 visitors and 8,000 students each year.

© Photo: Muhammad Ali Center

The redesign aims to keep Ali’s legacy and values alive for future generations. The local community and various stakeholders will also be involved in the development process. BRC Imagination Arts will oversee the project from initial concept and planning through to implementation.

“Muhammad opened his door to everyone, and he believed the surest way to find your own greatness was to believe in something greater than himself,” said Lonnie Ali. “We chose BRC because they share our belief that a story told with heart can change how people live, and because they understand that the Center should carry Muhammad’s values into everyday life. We want this message to reach young people everywhere and to travel further than it ever has. We invite Louisville, and everyone Muhammad has inspired, to help shape what comes next.”

© Photo: Muhammad Ali Center

“Muhammad Ali was one of one,” said Christian Lachel, Chief Creative Officer at BRC Imagination Arts. “Ask the people you admire most in sports and in public life who their hero is, and so many of them come back to Muhammad Ali, because he stood up for his convictions and for what was right. At a moment when we all need a little more Muhammad Ali, our job is to help the Center become a living expression of that conviction and compassion, for the next generation and for visitors from around the world.” ■