What: Through a new partnership with Muhammad Ali Enterprises, the retailer will incorporate the late boxer's Six Core Principles into its charitable efforts (confidence, conviction, dedication, giving, spirituality and respect). The principles are a natural extension of JC Penney’s founding principle of the Golden Rule — to treat others as we would like to be treated.

Why it is important: JC Penney’s has supported the charity since 2018 by providing grants, mentoring and most recently, a virtual panel for International Women’s Day. The partnership was created by Authentic Brands Group, which owns Muhammad Ali Enterprises in partnership with Lonnie Ali.

Penney’s Names Muhammad Ali Goodwill Ambassador