Boxing News: Everlast Worldwide Inc Launches new Advertising Campaign


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Everlast Worldwide Inc Launches new Advertising Campaign

By Media report on DoghouseBoxing (March 24, 2008) Doghouse Boxing

New York, NY – March, 2008 – With the centennial anniversary in their midst (2010), Everlast Worldwide, Inc., the boxing and apparel brand has announced its inaugural advertising campaign to accompany their revamped marketing and partnership strategies for 2008. The new advertising campaign is allied with an aggressive and revitalized brand, marketing and sports marketing campaign and will introduce a refreshed logo-type, its new “e-con” and the new tagline, “Greatness is Within.” The campaign will focus on Everlast’s re-branding efforts with its “Own The Gym” strategy targeting the active gym

consumer as well as communicating its brand attributes of Strength, Dedication, Authenticity and Individuality.

Everlast will be investing over four million dollars for the combined advertising and marketing campaign and will focus on print and online advertising, a new website launching end of February, athlete endorsements, gym partnerships and public relations. Kanter International of Philadelphia, PA is responsible for creating the new campaign and media plan. The media plan includes consumer print and online advertisements that will launch in late March and April. The advertisements are expressive, with an inspiring emotional aura and aimed at the active gym consumer. The plan includes placements in publications such as Men’s Health, Women’s Health, ESPN Magazine, Self and trade publications such as DNR.

“We wanted to find a visual means of connecting fashion and fitness to showcase Everlast as a brand that exists to unleash strength and determination in every individual.” said Adam Geisler, President of Everlast. “The strategy was to capture the moment of individual greatness in the authentic, organic gym environment.”

In addition to advertising, Everlast also hired an outside public relations firm, Vincent

Partners, to handle the PR initiatives involved in the overall campaign. Through strategic regional plans, Everlast recently signed contracts with premier sports clubs nationwide such as Crunch and Lifetime Fitness and designed special Everlast-branded classes to be hosted at these facilities. The fitness brand will be unveiling a new boxing catalog for Spring 2008 with inventive products including the new Everlast/Michelin Hydrolast boxing shoes and an innovative heavy bag workout system created by world renowned boxing trainer Teddy Atlas. Finally, a number of athlete endorsement agreements are currently being negotiated by Everlast’s in-house sports marketing team to further awareness.

According to Adam Geisler, President of Everlast, “Every premier brand starts in a core sport and expands. We have been the leading brand in the boxing gym for 98 years and now it is our time to capitalize on our success and take the brand to the next level. Our goal is to become the brand for the active gym consumers needs, wants and desires.”

The overall campaign will reach consumers beginning late-February and will continue throughout the year to reinforce the message and value of the authentic Everlast brand. Everlast will reach a wide array of active consumers and athletes with this innovative plan that is rooted with their core boxing customer.

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