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Tuesday
September 29, 2009
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Everlast Celebrating Centennial With New Marketing Efforts

Everlast Trying To
Mine New Markets

Everlast is "gearing up for its centennial with a raft of marketing programs, including efforts to mine new markets," according to Karl Greenberg of MARKETING DAILY. The new efforts "include a national tie-in with 24 Hour Fitness gyms around the country called the Everlast Shadowbox Workout." There is also a new ad campaign in "buff books" and on-air integration during NBC's "The Biggest Loser." Everlast's centennial activities "include the launch next month of The Muhammad Ali Collection," which will feature a microsite with "video content of Ali talking about his training regimen, advertising and point-of-purchase material." Although the brand's "legacy is bound to boxing," Everlast VP/Advertising & Marketing Matt Cowan said that it is "not challenged by its own iconography, and that it is possible to juggle its boxing-centric brand equity with efforts to expand and find new opportunities." Cowan said that Everlast is "negotiating with MMA organizations to ink official fight-glove status for the brand." He noted that Everlast has "about 65% of fight glove market share, and is hoping to grow that to 80% by the end" of '09. Everlast last year signed MMA fighter Randy Couture to a "long-term exclusive contract" (MARKETING DAILY, 9/28).

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