Right, IBWM is a football website. First, foremost and the rest. A football website.
However, we are of the opinion that if you get what we do, you'll maintain a healthy respect for the greatest sportsman of all time; Muhammad Ali.
We wouldn't normally wax lyrical about boxing here, nor would we get all hyped up about bags that we'll never be able to afford to purchase, however Louis Vuitton's tribute to Ali has left us with the kind of slack jawage that might previously have received a shattering introduction to a fine south paw.
Louis Vuitton have been featuring stars in their print ads for some time, but this is the first time the brand have released a short film as part of the ongoing Journeys campaign. The film itself focuses on the enduring appeal of the boxer, and sees Yasiin Bey (the artist formerly known as Mos Def) recite some of Muhammad Ali's immortal words, accompanied by the brush strokes of Niels Shoe Meulman.
The video is good, but it's the pop up website, which features some stunning images of Ali and also a section where you can hear some of Ali's famoulsy poetic pronouncements by hovering over the text, which does the damage here.
You've got to check it out. Off you go.