Our Work · Case Study
GOAT Foods & Beverages
A brand build around the phrase Muhammad Ali made immortal.
G.O.A.T. is uniquely positioned to own “Greatest of All Time” through its connection to Muhammad Ali—the man who defined it.
The brand extends Ali’s legacy beyond the ring, transforming his fighting spirit into a new mission: the fight against obesity.
IAM led the brand and venture development strategy, culminating in a partnership between the Ali family and Mars.
CONFIDENTIAL · CONCEPT v0.1 · PREPARED FOR DISCUSSION · AUGUST 2026