Muhammad Ali Center Taps BRC for Reimagining
The Louisville attraction has partnered with BRC Imagination Arts to reimagine its visitor experience a decade after Muhammad Ali's death.
Updated on Nov. 10, 2026 in Philanthropy
BRC Imagination Arts, a strategy, design, and production company based in Burbank, California, has partnered with the Muhammad Ali Center in Louisville to reimagine the attraction. The project is led by Lonnie Ali, co-founder and interim president and CEO of the Center.
Why it matters
The Center welcomes more than 80,000 visitors and 8,000 students each year, so changes to its experience will affect a large share of people who engage with its legacy. The announcement comes a decade after the passing of Muhammad Ali, marking a new chapter for the institution he helped found.
The Center reports more than 80,000 annual visitors and 8,000 students, and its planning drew on more than 30 hours of listening sessions with 20 community and stakeholder groups. The Center has not yet disclosed the project's budget or scope, and details are expected in the coming months.
The players
Muhammad Ali Center
The Louisville cultural institution founded in 2005 by Muhammad Ali and Lonnie Ali to honor his legacy and advance humanitarian values.
Lonnie Ali
The widow of Muhammad Ali and co-founder of the Muhammad Ali Center, who serves as its interim president and CEO and leads the reimagining project.
BRC Imagination Arts
A Burbank, California strategy, design, and production company known for creating immersive visitor experiences for cultural and entertainment venues.
Colin Kaepernick
The former NFL quarterback and activist who was honored as Humanitarian of the Year at the 13th annual Muhammad Ali Humanitarian Awards.
The details
BRC Imagination Arts, selected through a competitive process in 2025, will guide the project end to end, from visioning and design through delivery. The Center said it conducted listening sessions with community and stakeholder groups to align the work with those most affected by it.
Timeline
2025: BRC Imagination Arts is selected through a competitive process.
Saturday, 7 November: The Center recognizes Colin Kaepernick as Humanitarian of the Year.
10 November 2026: The partnership announcement is published.
In the coming months: The Center plans to share its vision and invite public participation.
Philanthropy Context
The Muhammad Ali Humanitarian Awards, now in their 13th annual edition, have recognized figures such as Colin Kaepernick, and the Center's reimagining extends that humanitarian mission into its physical visitor experience. The move places a legacy cultural institution in Louisville within a broader pattern of philanthropic organizations using immersive storytelling to advance civic values.
Visitors to the Muhammad Ali Center, including the more than 8,000 students it hosts each year, can expect the attraction's experience to change as the reimagined project takes shape. Residents of Louisville who took part in listening sessions may see their input reflected in the final design.
The takeaway
Institutions built around a person's legacy can renew their relevance by inviting community voices into how their stories are told. The Center's listening sessions offer a model for doing that before the design is set.
What happens next
The Center will share more about its vision in the coming months and continue collaborating with the community as the project develops.
Further reading
Explore more Philanthropy coverage tied to Louisville's cultural and humanitarian institutions.
