The concept for Moreno Activewear was inspired by a quote by Muhammad Ali which stated:
“I know where I’m going and I know the truth, and I don’t have to be what you want me to be. I’m free to be what I want.” – Muhammad Ali
‘This got me thinking about the intentions and desires of my brand, my team and my clients. I wanted to design a clothing line that had some philosophical purpose and reflected people’s desires to want to take their boxing performance as high as possible. After looking deeply into Muhammad Ali’s words one day I concluded that the meaning behind it would provide the perfect platform to launch our first boxing training activewear line, BE! Moreno Activewear®.
To me, the meaning behind Ali’s words appeal to my sense of rebellion against my weaknesses and limitations in the eye of other people. It’s about unshackling oneself from the constraints of mental and physical limitation imposed by other people’s perceptions of what is possible. What I am doing is saying to people “you don’t have to believe the negative things you’ve been told, there is more to you, there is more you can be”. I want the wearers to look at the slogan and reflect on that, to understand that where they are today is not their limit, that they can be all that they want to be. I guess you could say that it is a bit dreamy and naive, but you can also say it’s a very positive and progressive attitude to exercise.
When my clients walk into the boxing gym many of them feel nervous and think that they will never ‘fit in’ or that they will never be good enough. My approach to boxing training changes all that and I make them feel comfortable by pointing out everything they do well, I highlight all their strengths in order to boost their confidence and effort levels. I truly believe anyone can become good at boxing if they are willing to try hard enough. In the boxing gym, whoever you are, as far as boxing is concerned my passion is helping you ‘be who you want to be’.
J Carlos Moreno,
Moreno Boxing Founder
Creator of TIB®, IBXT® and Moreno Activewear®