The World Boxing Super Series (WBSS) is a first of its kind annual boxing tournament, that brings together the 'best of the best' fighters to compete at venues around the world for the Muhammad Ali Trophy - the very first trophy awarded for a World boxing title.

ingredient™ worked on this global sporting brand from its inception in 2015 to its launch in 2017, developing a complete brand package in all its manifestations, across all platforms, including the design development of the trophy.

The brand concept of 'Gladatorial Drama' was brought to life as a visual narrative that runs throughout all on & off screen designs. We follow the journey of two boxers entering a gladitorial arena and ascending a giant staircase to the ring. The journey continually takes an upward direction - depicting the rise of a boxer to the top tier of their sport.

This ascent has been reflected in the Muhammad Ali Trophy design with its stepped base and upward spiral design.