American luxury fashion house AMIRI’s newest celebrity collaboration is with no other than global super middleweight champion Saúl ‘Canelo’ Álvarez. Dubbed “The Face of Boxing,” he joins forces with AMIRI as founder Mike Amiri continues to connect the brand with the philosophy of various sports icons around the world.

“Athletes are our modern icons – they inspire people around the world to believe that anything is possible,” Amiri said. “For me, sports and fashion are inherently connected, as shared experiences that bring people together. I am proud to be able to welcome my friend Canelo as our latest AMIRI ambassador – we share a philosophy of excellence, and a dedication to inspiring others.”’

Álvarez and Amiri first met in California, and Álvarez’s roots in Guadalajara, Mexico, make his ambassadorship at AMIRI a pivotal move towards the global brand’s Latin American market. The collaboration seeks to bridge AMIRI’s global high fashion community with Álvarez’s global sports community, exploring the intersection of their cross-cultural roots along the way. 

“I am excited to partner with AMIRI and to work with Mike Amiri, a designer I admire and a brand I truly respect,” Alvarez said. “This is stepping into another world – outside of my sport, into the world of fashion, yet both are worlds that share passion, commitment to excellence and skill in craft that inspires people across the globe.”