Muhammad Ali, the most recognized sports figure of all time, is said by many to be the greatest athlete ever. Last week at the Olympics ceremony, Ali played a special role as he held the Olympic flag and reminded everyone that his outstanding sports career is the standard for all athletes.

Louis Vuitton, in its latest campaign, “The Greatest Words,” pays tribute to “the greatest” in a video featuring Yasiin Bey better known as rapper Mos Def. In the description, Louis Vuitton calls Bey a spoken word artist, and in the campaign he revisits and recites some of Ali’s immortal words.

“This is the story of Muhammad Ali, the prettiest fighter that ever will be,” narrates Bey as he enters a boxing ring and moves from side to side in fighters pose. As Bey speaks, calligraphy artist Niels Shoe Meulman with a broom slowly inks into the ring “Word.” At the end Bey concludes the poem by repeating the words “I am the greatest,” as his own voice fades into Ali’s.