After spending the last seven years at Everlast, Adam Geisler was recently elevated from senior vice president of marketing — where he oversaw consumer, sports and product marketing — to president. He spoke to staff writer Brandon McClung.
Age: 31
New title: President, Everlast
Previous title: Senior vice president, Everlast
First job: Working at Loews movie theater
College education: Bachelor of science, exercise and sports science, The George Washington University, cum laude (1999)
Resides: New York, with wife Robin
Grew up: Arlington, Texas
Favorite vacation spot: Big Island, Hawaii
Last book read: “First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon,” by Darren Rovell
Last movie seen: “Juno”
Favorite movie: “Star Wars”
Favorite musician: G.Love and Special Sauce
What will be the biggest challenge in your new position?
Evolving our brand positioning beyond our core sport of boxing to a broader active gym consumer, as well as establishing an emotional connection with our consumer utilizing our new brand campaign, “Greatness Is Within.” We have tremendous brand awareness and potential, and it’s our time to capitalize on our rich history as a real authentic brand for the active gym consumer.
What is the biggest risk you’ve taken in your career?
Shipping James “Lights Out” Toney his boxing shoes on the day of his fight against Evander Holyfield. He almost kicked my butt worse than Evander.
What is your biggest professional accomplishment?
Regaining our dominance in professional boxing. It is the core and authentic driver of our brand. We lost our way for a period of time, and it took tremendous sweat equity and dedication to ensure that we truly own our sport and our core consumers’ respect and attention.
What is your biggest professional disappointment?
“The Contender: Season One.” It was a tremendous show that had such a strong, loyal following. I wish it could have maintained its presence on network television.
What is one story you are continuing to watch in the sports world today?
Under Armour’s footwear launch. I have tremendous respect for their brand strategy and positioning. If their footwear hits, they could be a scary brand.
What is the one element you would like to see changed about the sports industry?
I’m a pretty positive person by nature. I love the sports industry. I just wish our bonuses were as big as the Wall Street guys’.
