A North East community campaign inspired by the legacy of boxing legend Muhammad Ali is aiming to bring people together across cultures, faiths and backgrounds while inspiring the next generation ahead of the 50th anniversary of Ali’s historic visit to the region.
The Asians of the North Foundation was launched with representatives from all parts of the North East’s religious and cultural base at an event which included talks by four charities – Newcastle Foodbank, HoodEx, One Nation and Anxious Minds.
Andy Mahmood, founder of the “Asians of the North” initiative, says the project is built around a simple message: “No unity without community.”
“It’s an open platform, inclusive to all and takes its name from the iconic Angel of the North. Asians of the North are looking to encourage conversations, challenge misconceptions and celebrate the shared identity of people living across the region.
“We’ve become very individualistic as a society,” said Andy. “Years ago, communities stuck together regardless of religion, culture or background. We want to bring some of that spirit back and remind people that we’re all part of the same community.”
The initiative has been inspired by Muhammad Ali’s visit to Tyneside and South Shields in July 1977, a trip that left a lasting impact on local communities. During a recent visit to Louisville, Kentucky, Andy toured the Muhammad Ali Centre, Ali’s childhood neighbourhood and his final resting place.
While there, he presented copies of a book documenting Ali’s North East visit and met Muhammad Ali Centre Vice President K.J. Martin. The discussions have since led to plans for a collaboration between the North East group and the internationally renowned centre.
“It’s a massive opportunity for the North East,” said Andy. “Next year marks 50 years since Muhammad Ali came here and we want to celebrate that legacy in a way that brings people together.”
A major focus of the project will be supporting and inspiring young people. Andy believes Muhammad Ali’s life provides powerful lessons in confidence, resilience, leadership and standing up for what you believe in.
“Young people today face a lot of pressures and challenges,” he said. “We want to create opportunities where they can learn from positive role models and understand that they can achieve great things regardless of their background. Muhammad Ali wasn’t just a world champion boxer; he was somebody who stood up for what he believed in, spoke with courage and used his platform to help others.”
The project is currently planning a series of educational and community events, including screenings of the acclaimed documentary City of Ali, which explores the boxer’s influence beyond the sport. Organisers hope to take the programme into schools, colleges and universities across the region.
“We want to put our arm around the younger generation and help lift them up when they’re struggling,” said Andy. “If we can inspire young people to believe in themselves, get involved in their communities and treat others with respect, then we’ll have achieved something worthwhile.”
Andy says the programme will use Ali’s story as a way of encouraging young people to build confidence, engage with their communities and develop positive relationships with people from different backgrounds.
“Ali stood for much more than boxing,” he said. “He stood for fairness, humanitarian values, respect and unity. Those are the messages we want young people to learn from.”
The campaign also aims to highlight Ali’s unique connection to the North East. During his visit he met residents, visited communities across Tyneside and South Shields and married Veronica Porsche at the Al-Azhar Mosque in South Shields.
Andy believes Ali’s visit remains one of the most significant cultural moments in the region’s history.
“People still talk about meeting Muhammad Ali. He inspired communities across the North East and showed how one person can bring people together. That’s the legacy we want to build on.”
Organisers are hoping to stage several events throughout 2027 and are exploring ways to recognise the partnership with the Muhammad Ali Centre, including taking a special gift from the people of the North East to Louisville.
Ends
Photo: Andy Mahmood
Photo: Andy with representatives of the community
Photo: Andy with representatives from the four charities
All Steve Brock Photography
PR and media keith@highlightspr.co.uk