Canelo Álvarez, New Ambassador for Amiri: Fashion Meets Boxing

Canelo Álvarez joins Amiri as an ambassador, merging his boxing legacy with the world of fashion.

Renowned Mexican boxer Saúl “Canelo” Álvarez has been named the new ambassador for luxury brand Amiri, marking a powerful union between the worlds of sport and fashion. The world champion, celebrated for his achievements across four weight divisions and his status as the undisputed super middleweight champion, steps beyond the ring in collaboration with one of the most influential names in contemporary design.

Amiri, led by designer Mike Amiri, sees Canelo not only as an iconic boxing figure but also as a symbol of excellence and style. Their connection began in California, where they bonded over a shared passion for craftsmanship and attention to detail.

“I’m excited to partner with Amiri and to work with Mike Amiri, a designer I admire and a brand I truly respect,” said Álvarez. “This represents a step into a new world—outside my sport and into fashion—but both share a passion, a commitment to excellence, and the craftsmanship that inspires people around the world.”

This partnership also highlights Amiri’s focus on expanding into the Latin American region, strengthening its global presence with a face that embodies strength, elegance, and authenticity.