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Site of the week: Muhammadali Ali

Finally The Greatest has a website that lives up to his namesake and billing

Finally The Greatest has a website that lives up to his namesake and billing



Not many people can get away with opening their own dotcom with ‘The Greatest Of All Time’, but, this official new home for Muhammad Ali reimagines the man, the influence and the legend with enviable immersion.

Commissioned by Authentic Brands Group, the New York brand development and licensing company, it was built by “brand and content shop” Frank Collective. While handling the UI, UX, website design and development duties, understandably the team’s focus throughout was on preserving a formidable legacy. By combining the latest web standards with a rich collection of archive materials, video clips, images and audio, the experience would provide the 20th Century’s ‘Greatest’ a “digital testament” befitting the 21st Century. “Such a cool opportunity to design the G.O.A.T.’s website but also a very tall order,” exclaims Frank’s founding partner Mike Wasilewski and featured designer on the project.

That daunting challenge then was met head-on by weaving interactive timelines packed with HTML5 Video, CSS transitions and smooth scroll-based animations. Unorthodox custom layouts provide a scrapbook-like feel, while parallax effects float bold quotes over sumptuous photography. Just as nimble as Muhammad Ali was, befitting too then that the site is equally mobile. With video switched seamlessly to stills, the responsive design keeps access to both content and Ali’s own eShop consistently, well… great!

Strong factual content always brings the site back to being an authority on the man’s astonishing life and career

Authentic Brands Group commissioned the new site to preserve Muhammad Ali’s legacy, with Frank Collective chosen to build