Muhammad Ali once joked that he should be a postage stamp because “that’s the only way I’ll get licked.”

Now the three-time heavyweight champion’s joke is becoming a reality.

Widely considered the most famed and influential boxer of all time and a cultural force who combined athletic brilliance with political conviction and showmanship, Ali was honored for the first time with a commemorative U.S. postage stamp.

“As the guardian of his legacy, I am delighted. Excited. I am delighted,” Lonnie Ali, the champion’s wife of almost 30 years, told The Associated Press. “Because every time people look at this badge, they will remember it. And it will be at the center of their consciousness. For me, that’s a thrill.”

The ring-fighting and compassionate Muhammad Ali died in 2016 at the age of 74 after living with Parkinson’s disease for over thirty years. During his life and posthumously, the man known as The Greatest received numerous awards, including the 1960 Olympic Gold Medal, the 1998 United Nations Messenger of Peace Award, and the 2005 Presidential Medal of Freedom.

Lonnie Ali said having his face on the stamp was especially meaningful because it was a chance to highlight his mission to spread compassion and connect with people.

“He did it one at a time,” she said. “It’s a great way to connect with people, send them a letter, and employ that stamp to amplify your message in a connected life.”

A stamp for public unveiling

The ceremony for the first day of the Muhammad Ali Forever stamp is scheduled for Thursday in Louisville, Kentucky, the birthplace of the famed boxer and home of the Muhammad Ali Center, which showcases his life and legacy. That’s when people can buy Muhammad Ali Forever Stamps featuring a 1974 black-and-white Associated Press photo of Ali in his famed boxing pose.

Each sheet of 20 stamps also features a photo of Ali posing in a pinstripe suit, paying tribute to his work as an activist and humanitarian. Twenty-two million stamps were printed. U.S. Postal Service officials said once they sell out, they won’t be reissued. The stamps are expected to generate great interest from collectors and non-collectors alike.

Because these are Forever stamps, first-class mail will always remain valid, which Lonnie Ali calls the “ultimate” tribute.

“It will be a forever stamp from the post office,” she said. “This is just one of those things that will be part of his legacy and one of the shining stars of his legacy that will receive this stamp.”

Creating a historical stamp

Lisa Bobb-Semple, director of USPS stamp services, said the idea for the Muhammad Ali stamp came shortly after his death, almost a decade ago. But the process of developing a badge is long. The USPS requires that people appearing on stamps must have been dead for at least three years, with the exception of presidents.

While USPS was working behind the scenes on the stamp, Ali’s friend helped launch the #GetTheChampAStamp campaign, which sparked public interest in the idea.

“We’re really excited that the stars aligned to make the stamp happen,” said Bobb-Semple, who initially had to keep Ali’s planned stamp a secret until it became official. “It’s a product we’ve always wanted to bring to market.”

Members of the Citizens’ Stamp Advisory Committee, appointed by the postmaster general, are responsible for selecting who and what appears on the stamps. They meet quarterly with Bobb-Semple and her team to review suggestions submitted by the public. About 20–25 commemorative stamps are usually issued each year.

Once a stamp idea is selected, Bobb-Semple and her team work with one of several art directors to design the mailer. It then goes through a lengthy final approval process, including strict review by USPS legal staff, before it can be released to the public.

Antonio Alcalá, art director and designer of the Muhammad Ali stamp, said hundreds of photos were reviewed before the final decision was narrowed down to a few. Ultimately, the AP photo taken by an anonymous photographer was selected. It shows Ali in great shape, posing with boxing gloves and looking straight at the camera.

Alcalá said there is a story behind every USPS stamp.

“Postage stamps are miniature works of art designed to reflect the American experience, depicting America’s heroes, history, milestones, achievements and natural wonders,” he said. “Muhammad Ali’s stamps are a perfect example of this.”

An outspoken figure in the areas of war, civil rights and religion

Outside the ring, Ali spoke openly about his beliefs, while many black Americans were still struggling to be heard. Ali, born Cassius Clay Jr., changed his name after converting to Islam in the 1960s and spoke openly about race, religion and war. In 1967, he refused to enlist in the U.S. Army, citing his religious beliefs and opposition to the Vietnam War.

This attitude cost Ali the heavyweight title and excluded him from boxing for over three years. Convicted of conscription evasion, he was sentenced to five years in prison, but remained free while he appealed. This verdict was overturned by the United States Supreme Court in 1971, further strengthening his position as a world figure.

Later in life, Ali became a global humanitarian and used his fame to promote peace, religious understanding and charitable causes, even though Parkinson’s disease restricted his speech and movement.

Ali’s message in times of conflict

The commemorative postage stamp comes at a time of political division in the U.S. and around the world. Lonnie Ali said that if her husband were alive today, he would probably “block a lot of it out” and still be a compassionate person who interacts with people every day.

In her opinion, this approach is especially critical now.

“We need to mobilize the life of Muhammad and in some sense engage in the same acts of kindness and compassion that he did every day,” she said.