Amiri has tapped world champion Mexican boxer Saúl “Canelo” Álvarez as its latest ambassador.

The athlete has achieved an unprecedented four division world championships and is the first boxer to be named undisputed super middleweight champion of the world, leading to his nickname as “The Face of Boxing.”

Alvarez, who is one of the world’s top 10 highest-paid athletes, is known for his excellent technique, power and versatility in the ring. He’s also been a longtime fan of the Amiri brand and met founder and designer Mike Amiri in California, where they discovered a mutual dedication to their respective crafts. 

“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.”

“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.”

The partnership also emphasizes Amiri’s growth and focus on the Latin American region.

Other Amiri ambassadors include South Korean rapper Sunwoon, part of the boy band The Boyz.