The global sports icon Muhammad Ali celebrated his 65th birthday on the 17th January in his suburban home while his legacy was honoured and marketed to a new generation of fans throughout the world.

Ali and his wife Lonnie have moved to warmer climates in America’s Arizona to help comfort “The Greatest Boxer” as he deals with Parkinson’s disease that has weakened his body in recent years. Refusing to surrender to a disease that causes his body to shake and has silenced his once-mighty voice, Ali continues with humanitarian efforts and brings hope to those with similar afflictions, his charisma still intact.

“He could have gone and hid,” veteran ring doctor Ferdie Pacheco told reporters. “Instead he’s setting an example for sick people, maybe doing more for this cause than any other.”

Ali’s marketing rights to his name were sold for US$50million in 2005 and with the launch of a new official website and Ali-branded snack food in America, the legend is set to continue for many years to come.

“Thrill-A-Dill-A”, “Slammin’ Salsa” and “Fruit Fight” were among the flavours of the crisps, crunchy mixes and fruit products with such names as Jabs, Rumbles and Shuffles. At least 20 other products are in the final stages of production and due out next month.

Such is the esteem and regard of Ali these days that he was awarded a a US Medal of Freedom by President George W. Bush.

Visitors to his home say that they often find him absorbed in the past, watching films of his fights and documentaries on his life. His wife, Lonnie Ali said. "Sometimes I think he looks at it and says, `Is that me? Did I really say those things?'''

Those were the days when Ali still floated like a butterfly and stung like a bee, when he added to his legend by defying the odds to beat George Foreman in Zaire and Joe Frazier in the Philippines. "Rumble young man, rumble,'' cornerman Bundini Brown would yell to him.

His birthday passed with calls from his nine children and other relatives. Ali's only request to mark the occasion was a trip to one of his favourite magic shops so he can pick up a new trick or two to show visitors.

Hana Ali who is probably the closest daughter, often listens to the tapes, the ones her father made as an audio diary in 1979 when she and her sister, Laila, were little girls. On them, Ali's voice is strong, his opinions certain. "This is Muhammad Ali making a tape for future reference explaining what's going on in the world,'' it begins.

Ali talks about his efforts to mediate the Iranian hostage crisis and meeting kings from different nations. He gives his thoughts on war and peace, and he has a talk with George Foreman on God and religion.

Gene Kilroy who travelled the world at Ali's side as his business manager, says for years, he was the lone white man in the champ's entourage.

"I consider myself one of the luckiest guys in the world just to call him my friend,'' Kilroy said. Kilroy tells stories easily, and recalls one moment which beautifully illustrates Ali. The time he and Ali landed in the earlymorning darkness in Zaire for Ali's fight with Foreman was met with several thousand people waiting. Ali turned to Kilroy and asked him who the people of Zaire hated most. "I told him white people.” Ali said, 'I can't tell them George Foreman is white,' "Then I said, 'They don't like the Belgians, who used to rule Zaire.'''

Ali stepped out on the tarmac, called for quiet and yelled: "George Foreman's a Belgian!'' The crowd erupted, chanting "Ali boma ye, Ali boma ye.'' Translation: "Ali, kill him.''

One thing is certain, Ali’s body may have weakened, but his mind has not.