How boxer George Foreman became face of $200million grills empire with ‘it’s a knockout’ catchphrase as he dies aged 76
GEORGE Foreman had one of the most successful second acts in sporting history – becoming the iconic face of a $200m grilling empire.
The 76-year-old heavyweight icon who became world champion twice died on Friday peacefully surrounded by his family.
Foreman endorsed the George Foreman Grill in 1994 after the end of his fighting career with his wide smile and clenched fist.
The boxer delivered memorable lines in TV ads like “it’s a knockout” as the grills became an American household staple.
He earned somewhere around $100mn in 1999 for his endorsement from the company which made the grills, Salton Inc.
The grills promised cookers healthy eating and billed itself as a “lean, mean, fat grilling machine”.
The big boxer’s TV ads had him standing in a kitchen with an apron on and telling American housewives how great the grill was.
He endorsed a number of other products made by the company and the media-friendly Foreman wound up making around $200mn.
Foreman first hit the headlines when as a 19-year-old he won the heavyweight gold medal in Mexico in 1968.
But his superstardom only came after growing up in poverty in Texas and almost turning to a life of crime.
He said: “Only less than two years prior to that date that I’d stood on that platform receiving gold and listening to the national anthem, I was under a house, hiding from the police.
“I climbed from underneath that house, in mud and slop, and said to myself, ‘I’m going to do something in my life, I’m not a thief.”
His own website said as a child: “Foreman often bullied younger children and didn’t like getting up early for school.
“Foreman became a mugger and brawler on the hard streets of Houston’s Fifth Ward by age 15.”
Foreman’s success being the face of the grills came after a successful surprise second act in boxing.
He had returned to the ring 10 years after first retiring and regained the heavyweight boxing championship by beating the undefeated Michael Moorer.
Tributes have begun to roll in for Foreman, with superstar Mike Tyson writing: “Condolences to George Foreman’s family.
“His contribution to boxing and beyond will never be forgotten.”
Team GB super-heavy 2000 gold winner Audley Harrison added: “RIP to one of the greatest to ever do it.
“My heart breaks for George Foreman’s family and those closest to him, my condolences.
“May his memory forever be a blessing.”
Foreman’s loved ones broke the devastating news of his death on Instagram – the statement read: “Our hearts are broken. With profound sorrow, we announce the passing of our beloved George Edward Foreman Sr. who peacefully departed on March 21, 2025 surrounded by loved ones.
“A devout preacher, a devoted husband, a loving father, and a proud grand and great grandfather, he lived a life marked by unwavering faith, humility, and purpose.
“A humanitarian, an Olympian, and two time heavyweight champion of the world, he was deeply respected — a force for good, a man of discipline, conviction, and a protector of his legacy, fighting tirelessly to preserve his good name— for his family.
“We are grateful for the outpouring of love and prayers, and kindly ask for privacy as we honor the extraordinary life of a man we were blessed to call our own.”
George Foreman's career
Foreman began his devastating KO career as a sullen and menacing monster who battered 40 big men – including Joe Frazier and Ken Norton.
But the 1974 Rumble in the Jungle loss to Muhammad Ali, where he succumbed to rope-a-dope tactics and exhaustion, humbled him.
Following a year hiatus and impressive rebuild, the 1977 decision loss to Jimmy Young seemed to end Foreman’s career.
And the once-violent mercenary turned into a gentle giant and a devout man of God.
But a decade later – aged 38 and with father time having swapped his six-pack and afro for a cuddly belly and smooth skull – Foreman returned to the ring to raise money for a youth centre.
Initially his age and new figure had him labelled a laughing stock.
But evergreen in-ring genius, a granite chin and that eternal power carried him to another 24 wins.