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Louis Vuitton is spotlighting their ties in the art of travel by paying homage to legendary boxer Muhammad Ali in a new advertising campaign.

A team including director Stuart McIntyre, graphic designer Niels Shoe Meulman, and rapper/actor Yasiin Bey (formerly known as Mos Def) is using art and spoken word to journey through Ali’s career in a series of videos.

In two particular videos “Dream” and “Word,” Yasiin Bey delivers some of Ali’s famous taunts in the boxer’s self-assured manner while Meulman paints calligraphy style letters on a ring floor with a broom.

The videos for “Float” and “Life” will make their debut on the web in September. Meulman is also prepping a painting of the renowned boxer that will be revealed in October.  

In addition to the videos and art, the campaign will include a print ad featuring Ali and his four-year-old grandson C.J. as well as an interactive website containing audio of some of Ali’s most memorable quotes.

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