Still The Greatest: Everlast Planning Ali-Themed Product Line
By Terry Lefton, Editor-at-Large
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Prices For Ali Line, Including
Gloves, Will Be $30-100 |
Some 27 years after Muhammad Ali's last pro fight, the boxer's name is still being used to move products. Looking to commemorate its 100th anniversary as a brand in '10 and the 50th anniversary of Ali's Gold Medal at the '60 Rome Olympics, Everlast is planning an Ali-licensed line of boxing equipment apparel for a fall retail launch. While licensing is not pervasive in boxing, Ali has long been associated with Everlast. "He's our greatest endorser ever, probably the greatest boxer ever, and we think maybe his name will allow us to get some of the causal or non-boxing fans that know his name anyway," said Everlast President Adam Geisler. The Muhammad Ali Collection will target boxing fans, fitness enthusiasts and, of course, boxers, with a line of co-branded equipment, including heavy bags, gloves, boxing trunks, robes and other fitness gear with quotes, along with the name and likeness of Ali on many products. Retail prices for the line will be $30-100. Sports specialty retailers will be the major channel of distribution. Company officials said Dick's Sporting Goods and The Sports Authority have already made commitments. Marketing support will include a dedicated print campaign and having some of Everlast's current boxers, including Deontay Wilder, whose Bronze Medal was the lone U.S. boxing medal at the '08 Beijing Games, fight in some of the retro-inspired boxing garb and gloves. Amplify Sports & Entertainment, N.Y., is assisting Everlast with the launch.
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