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, the new "e-con" and the tagline "Greatness is Within." The campaign will focus on targeting the active gym consumer as well as communicating its brand attributes of Strength, Dedication, Authenticity and Individuality.

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."

    Everlast will focus on print and online advertising, a new website launch, athlete endorsements, gym partnerships and public relations. Kanter International of Philadelphia, PA is responsible for creating the new ad campaign and media plan that launches this month in consumer print and online. The advertisements are expressive, with an inspiring emotional aura and aimed at the active gym consumer.

    In addition to advertising, Everlast also hired an outside public relations firm, Vincent Partners, to handle the PR initiatives involved in the overall campaign. Other strategic plans include partnerships with sports clubs nationwide, inventive new Spring products and a number of athlete endorsement agreements currently being negotiated by Everlast's in-house sports marketing team.

    The overall campaign will continue 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.