AMIRI Announces Saúl Canelo Álvarez As Its Global Brand Ambassador

OTB-owned luxury fashion brand AMIRI has announced Mexican champion boxer Saúl Canelo Álvarez as its Global Brand Ambassador.

OTB-owned luxury fashion brand AMIRI has announced Mexican champion boxer Saúl Canelo Álvarez as its Global Brand Ambassador.

Canelo Alvarez, often described as The Face of Boxing, is the first boxer to be named the undisputed super middleweight champion of the world. Athletes of his caliber are coveted by elite fashion brands worldwide and as he prepares for his match against William Scull on May 3, Alvarez has entered into an exciting partnership with the luxury fashion brand AMIRI as their global brand ambassador.

Álvarez and Mike Amiri first met in California, discovering a mutual dedication to their respective crafts, a shared passion for the pursuit of excellence and inspiring their communities. “I am excited to partner with AMIRI and to work with Mike Amiri, a designer I admire and a brand I truly respect,” said Álvarez. “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.”

“Globally celebrated for his sporting prowess, this ambassadorship highlights Canelo Álvarez as a fashion icon, exploring the cross-cultural roots that continually inspire Amiri,” the brand disclosed in a statement on LinkedIn.

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AMIRI

In 2014, Mike Amiri established his eponymous luxury label AMIRI in LA. While remaining connected to his West Coast roots and maverick spirit, he has built a global fashion house with a bold artistic vision that is proudly steeped in Americana and world-class craftsmanship. OTB Group acquired a minority stake in the luxury label in 2019 and is supporting AMIRI’s development by making its global infrastructure available to the label in order to drive its continuous expansion and sustainable success.

The luxury fashion brand’s trajectory follows a clear global strategy, with biannual shows at Paris Fashion Week, and a robust international wholesale business that includes permanent branded spaces in leading retailers such as Bergdorf Goodman, Neiman Marcus, Galeries Lafayette, Selfridges, Harrods, Harvey Nichols, Lane Crawford as well as distribution through specialty stores and online retailers.

The opening of AMIRI’s first retail boutique and flagship on Rodeo Drive in 2020 was a turning point for the fashion brand. An immersive experience, it solidified the contemporary translation of the Californian lifestyle and the streetstyle, sophisticated expression of California fashion that AMIRI embodies. Since 2021, retail has expanded at a rapid pace, with notable store openings in New York, Las Vegas, Miami, Atlanta, Houston, and Chicago, as well as international locations in Shanghai, Nanjing, Tokyo, and Dubai.

In 2014, Mike Amiri established his eponymous luxury label AMIRI in LA.

Jasmeen Dugal

Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.

Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country's advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.