Muhammad Ali is back again!

According to CNN Money, the former heavyweight champion signed a multi-year deal with lifestyle clothing maker Under Armour.

Not only is Under Armour allowed to use Ali’s name for the brand, they will use historic video clips and his famous quotes.

Under Armour released a statement about the deal with the boxing legend. “Ali is one of the most recognized and celebrated figures of all time.”

Although Ali seems to be too old for endorsement deals, according to Yahoo! Finance’s Jeff Macke said he relates well with older generations of men.

“Guys my age still love him. For guys over 40, Ali sells a lot of stuff,” says Macke.

However, not everyone believes in celebrity endorsement deals. Yahoo Finance Columnist Rick Newman said it takes away from the product.

“It’s just an arms race for the high-priced endorsers,” he said. “All the money is going into the advertising and the marketing and it doesn’t go into the product.”

SOURCE: EUR Web