Merz Therapeutics has launched a punchy marketing campaign for Parkinson’s disease drug Inbrija, working Muhammad Ali quotes and footage into a revised version of the med’s “For the Fighters” initiative.
Acorda Therapeutics, which sold Inbrija to Merz in 2024 as part of its bankruptcy proceedings, began the “For the Fighters” campaign in 2023 and made boxing a focus of an ad the following year. While that 2024 ad starred an actor-portrayed Inbrija user boxing as a hobby, the 2026 version focuses on one of the most famous boxers and Parkinson’s patients of all time.
The connected TV ad starts with black-and-white photos and footage of Ali in the boxing ring. A voiceover says, “For the fighters with Parkinson’s, every day you go toe to toe, every returning symptom is another blow,” with the last word lining up with footage of Ali being knocked down in “The Fight of the Century” in 1971.
As the video freezes on a photo of Ali on his back in the ring, the voiceover and on-screen text deliver one of the late champion’s many famous quotes: “You don't lose if you get knocked down. You lose if you stay down.”
Across the rest of the one-minute ad, the voiceover encourages patients to “fight back when symptoms hit and get back up with Inbrija” and outlines the uses, benefits and risks of the drug over black-and-white footage of Ali and Inbrija users. The shots of the Inbrija users echo the footage of Ali, showing the boxer and patients shadowboxing, working out and performing other physical activities.
Along with the connected TV ad, the broader campaign also includes an updated website, a social media push and refreshed advocacy resources, Merz said in this week's launch announcement.
The company noted that the campaign is meant to draw on Ali’s spirit, resilience and commitment to helping others find hope and that it honors “the courage and relentless drive of those who rise and fight every day.”
“Parkinson’s disease and its symptoms can be unpredictable, yet I’ve been inspired by the many people in the Parkinson’s community who continue to live full, meaningful lives while navigating those challenges,” Len Paolillo, president of Merz Therapeutics North America, said in the release.
“At Merz Therapeutics, we support the fighter’s spirit by helping patients address OFF episodes with INBRIJA (levodopa inhalation powder), the only inhaled levodopa that helps them fight back against returning Parkinson’s symptoms,” Paolillo added, referring to periods when symptoms return despite regular medication.