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Volume 26 No. 178
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Everlast Puts Spotlight On Boxing Trailblazers In New Campaign

Everlast will highlight stories like that of Patricio Manuel, who is the world's first transgender pro boxer
Photo: EVERLAST
Everlast will highlight stories like that of Patricio Manuel, who is the world's first transgender pro boxer
Photo: EVERLAST
Everlast will highlight stories like that of Patricio Manuel, who is the world's first transgender pro boxer
Photo: EVERLAST

Boxing brand Everlast has picked several trailblazers in the sport to be the faces of the second iteration of its Be First campaign. The campaign aims to challenge consumers to carve their own path to success by using the stories of Patricio Manuel, Jinji Martinez and the Balderas family. The fighters' stories will be highlighted through videos shared on Everlast's website and social media channels. Be First stems from the boxing term, in which fighters dictate the pace of a fight by making an opponent follow their lead. Manuel is the world's first transgender pro boxer, while Martinez is the only above-knee amputee fighter to ever beat a fully-bodied person. The Balderas family rose from humble roots in Mexico to become undefeated prospects. "These fighters and their stories not only humanize the world of fightsports, but they also relate to many struggles people face around the world today," said Everlast VP/Global Marketing & Product Development Chris Zoller. "Whether you're an immigrant trying to make it in a new country, someone who feels displaced in their own skin and fighting to live their truth, or simply trying to prove others wrong, this campaign is for you."