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Ali needed no gimmicks to attract or repel people. He was a magnet, always; it just depended on the other side’s polarity. The public’s feelings about the boxer throughout his career were based on tangible things: cockiness born from self-belief and success in real competition; a conversion to Islam; unconventional political views; changing his identity from Cassius Clay to Muhammad Ali; challenging the U.S. government as a conscientious objector during the war in Vietnam; civil rights activism; and dozens of other important stances he took throughout his career. Ali changed the way fighters approached publicity. Unafraid to consider consequences in the ring and out, Ali spoke like no boxer before him, offering statements on serious topics or clownish things as he wished. The man was much more than a lug, but when he incorporated an over-the-top feel to his language, when he harangued opponents for being ugly or looking like a bear or, in Inoki’s case, a pelican, or when he began bragging about himself, which he hadn’t done much until pro wrestlers changed his perspective, people simply ate it up.

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