Renowned for his achievements in the boxing ring, a global sports icon has joined forces with a celebrated fashion house. Saúl "Canelo" Álvarez, known for clinching titles across four weight divisions and earning the title of undisputed super middleweight champion, now represents Amiri. As one of the highest-paid athletes globally, his reputation extends beyond the ring, admired for his skill and versatility. Alvarez's connection to Amiri began when he met its founder, Mike Amiri, in California, discovering shared values in dedication and passion for their crafts.

This collaboration marks a significant milestone for both parties. According to Mike Amiri, athletes serve as modern-day inspirations, motivating individuals worldwide to achieve greatness. The fusion of sports and fashion resonates deeply, uniting people through shared experiences. Canelo’s alignment with Amiri reflects a mutual commitment to excellence and inspiring others. Alvarez expressed enthusiasm about venturing into fashion, noting the parallels between his sport and the fashion world—both driven by passion and a relentless pursuit of perfection.

The partnership underscores Amiri's strategic expansion into Latin America. Alongside other ambassadors like South Korean rapper Sunwoon, this move highlights Amiri's growing influence across diverse cultures. Through such alliances, Amiri not only strengthens its brand presence but also promotes universal values of dedication and inspiration, encouraging people everywhere to strive for excellence in their chosen fields.