By Michael Kaufman

Active-wear apparel giant Under Armour announced Wednesday it has signed a multi-year deal with Muhammad Ali to launch a “lifestyle apparel” line next month bearing his likeness and motivational phrases. It will also use photos of the 73-year-old former heavyweight boxing champion in marketing campaigns. Financial terms of the deal were not disclosed.

“Ali is one of the most recognized and celebrated figures of all time,” Under Armour noted.  There was no mention that he was also once one of the most despised and reviled figures in his home country, the USA.  Ali was stripped of his title in 1967 when he spoke out against the war in Vietnam and refused induction into the Army after he was drafted. His application for conscientious objector status based on his religious beliefs was denied. The chances are none to none that Under Armour will use one of Ali’s most motivational quotes of that period: “No Viet Cong ever called me a (n-word)!”  It would be three years before he was allowed to return to the ring and resume the career that established him as one of the greatest boxers of all time.

I was a young sportswriter in 1969 working for a leftist newspaper in New York City when I read an interview with then middleweight champion Nino Benvenuti, now regarded by many as Italy’s all-time best boxer. During the interview Benvenuti expressed his admiration for Benito Mussolini, fascist dictator of Italy and ally of Adolf Hitler during the Second World War. Benvenuti liked Il Duce so much he kept a bust of him on display in his home.

So I wrote a column questioning the double standard on the part of the boxing officials who punished Ali for his beliefs while ignoring those of Benvenuti. Someone showed the column to Ali and he called the newspaper to thank me and offer an opportunity to interview him. But he had to call twice because the city editor, who answered the phone in the news room, thought it was a crank call and hung up on him the first time.

My memory of it is vivid. I saw the editor, a crusty veteran journalist pick up the ringing phone and say “Uh yellow!” in his characteristic raspy voice. That was how he always answered the phone.  Then he looked at me and said politely, “Yes, he’s here. May I tell him who is calling?” I saw his face change as he said, “Oh yeah? And I’m George Washington!” and slammed down the phone. He walked over to my desk and said, “Some guy just called for you and when I asked who was calling he said, ‘Tell him it’s the heavyweight champion of the world.’ So I told him I was George Washington and hung up on him!”

Fortunately, Ali called back and at the end of a pleasant conversation during which he asked me to explain what a fascist is he invited me to interview him at his home in Cherry Hill, NJ. A photographer friend came with me and after the interview Ali and his then wife Belinda invited us to stay for dinner. We enjoyed steak purchased from a kosher butcher and Ali commented on the similarity of the dietary laws between Muslims and Jews.

A few months later he made his return to the ring against the unfortunate Jerry Quarry, the first of several tune-ups leading up to the epic championship battle with Joe Frazier at Madison Square Garden. The Quarry fight was held in Atlanta over the objection of Georgia Gov. Lester Maddox, an unreconstructed segregationist who liked to brandish an ax handle as a symbol of defiance. But Sam Massel, Atlanta’s first Jewish mayor, was glad to have his city host the event. I remember thinking he didn’t sound Jewish when he greeted the horde of media people from around the world that descended on Atlanta to cover the event, “Welcome y’all!”

Someone at the opening press conference asked Ali a dumb question. He gave his favorite answer to dumb questions: “Howard Cosell gets paid for being an idiot. What’s your excuse?” That would be another good one to see printed on an Under Armour t-shirt or hoodie. Another that might look dashing on a track suit: “What’s my name, fool?”

Speaking of Under Armour, in doing background research for this piece I learned something I’ve wondered about ever since I first noticed their peculiar crisscross logo. It is composed of the letter “U” on top of the letter “A,” representing the company’s initials – “UA.” Who knew?

Michael can be reached at michael@zestoforange.com.

 

Tags: Benito Mussolini, Jerry Quarry, Joe Frazier, Lester Maddox, Michael Kaufman, Muhammad Ali, Nino Benvenuti, Sam Massell, Under Armour

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