Muhammad Ali – Boots
Let me just say, right from the start, that in my opinion this is masterpiece in storytelling from Adidas.
Adidas’ 1995 “Boots” commercial is a moving homage to Muhammad Ali, narrated by his brother Rahman Ali. Directed by The Douglas Brothers with a script by Tim Delaney, this ad uses simplicity to deliver a powerful story about greatness, grit, and the essential tools that support the journey to becoming the GOAT (Greatest of All Time).
It seems like you are not entering an ad, but rather a documentary about the most hypegenic athlete of all time.
The story is centered around Ali’s iconic boxing boots and their symbolic connection to his rise to greatness. Rahman’s narration offers a deeply personal perspective, sharing anecdotes about how Ali trained unconventionally, including the remarkable story of Ali asking Rahman to throw rocks at him to sharpen his reactions. This metaphor of “training can come in any form” resonates throughout the ad, highlighting the idea that greatness isn’t just about natural talent but the effort, dedication, and support system behind it.
The brotherly bond is a unique angle, showing how Ali’s greatness was influenced by the people around him. Even in boxing—a solo sport—success is never achieved alone. The ad ties this idea to Adidas as the ultimate companion on the road to excellence: a shoe that elevates you once you’ve put in the work.
The ad’s raw, emotional storytelling, combined with powerful imagery and Ali’s declaration—“I MUST BE THE GREATEST”—leaves an unforgettable impression.
Ad-Meter Results
Note: The Ad-Meter is based on research about What Makes a Good Video Ad. The analysis is done with the help of a trained AI model.
| Category | Trait | Score (0–10) | Description |
|---|---|---|---|
| Attention | Hook | 10 | The ad feels like a documentary, immersing you in Ali’s world with its raw, intimate storytelling. |
| Aesthetics | 9 | Striking visuals of Ali’s boots and training scenes paired with the narration create a hauntingly beautiful tone. | |
| Pace | 10 | The slow, deliberate pacing works perfectly to draw in sports fans who savor the story’s depth. | |
| Branding | Brand Presence | 9 | Subtle yet effective—Ali’s connection to Adidas feels natural, making the product synonymous with greatness. |
| Audio Reinforcement | 9 | The narration combined with Ali’s iconic declaration of “I MUST BE THE GREATEST” adds emotional depth. | |
| Catchphrases | 9 | While there’s no traditional tagline, Ali’s words serve as the ultimate mantra for ambition and perseverance. | |
| Connection | Storytelling | 10 | The personal story, told through Rahman’s perspective, is deeply relatable and inspiring. |
| Character | 10 | Muhammad Ali’s unmatched charisma and Rahman’s personal insight make this ad unforgettable. | |
| Message Alignment | 10 | The ad’s message of perseverance and essential tools fits perfectly with Adidas’ ethos and product positioning. | |
| Direction | Call-to-Action (CTA) | 9 | The clear message is: if you want to be great, you need the right tools—like Adidas. |
| Unique Selling Point (USP) | 9 | By focusing on the iconic boots, the ad creates a clear connection between greatness and Adidas gear. | |
| Extras | Iconic Moments | 10 | Ali’s legendary cry of “I MUST BE THE GREATEST” paired with training visuals ensures timeless appeal. |
| Timing | 10 | Released during a period when Ali’s legacy was being celebrated, the ad was perfectly timed to resonate globally. |
AD-METER SCORE: Legendary.
Total Points: 124/130
Final Score (Percentage): 95%
Summary of the Results
Adidas’ “Boots” commercial is a masterful blend of emotion, legacy, and product alignment. By using Muhammad Ali’s brother Rahman as the narrator, the ad offers a deeply personal and intimate story about the struggles and unconventional methods that shaped Ali into the GOAT and one of the biggest Sports Icons of the Sports Ecosystem. This unique storytelling perspective highlights that greatness is a collective effort, further emphasizing the importance of having the right tools—like Adidas shoes—to support the journey.
The ad is not just a commercial but a celebration of Ali’s larger-than-life persona, cemented by his iconic declaration of “I MUST BE THE GREATEST.” Its minimalist visuals and poignant narration create a timeless piece that resonates with anyone aspiring for greatness. With strong brand alignment, emotional storytelling, and iconic moments, this ad stands as one of the most impactful tributes to both Ali and Adidas’ commitment to excellence.
