THE CHALLENGE
Everlast was long recognized as a heritage boxing brand, deeply rooted in fight sports but limited in its appeal beyond boxing. The challenge was to modernize the brand’s image and position it as a relevant player in the broader fitness space by expanding into other sports routines and appealing to a wider audience, including women.
MY ROLE
As Creative Director, I led the creative strategy, concept development, and campaign execution for Everlast Evolved. I worked closely with brand leadership to reimagine Everlast’s identity, ensuring the campaign both honored its legacy and pushed it forward into modern fitness culture.
THE WORK
Brand Repositioning: Developed the Everlast Evolved platform to shift perception from “old-school boxing” to modern, versatile fitness.
Cross-Sport Athlete Lineup: Expanded brand ambassadors beyond boxing by pairing champions like Canelo Álvarez, Deontay Wilder, and Jon Jones with athletes across sports genres, including Heisman Trophy winner Reggie Bush.
Inclusive Storytelling: Positioned Everlast as a brand not just for fighters, but for anyone training, competing, or pushing personal limits and opening the door to broader audiences.
Integrated Campaign: Directed content across film, print, digital, social, and retail showing.
Visual Identity Shift: Updated the brand aesthetic with a modern, bold, performance-driven look while retaining the grit and authenticity of its heritage.
THE RESULTS
Successfully expanded Everlast’s relevance beyond boxing into the fitness and training categories.
Strengthened the brand’s position as a competitive player in performance fitness, not just heritage fight sports.
Increased resonance with younger audiences and women, broadening the customer base.
KEY TAKEAWAY / LEADERSHUP VALUE
This campaign demonstrates my ability to evolve a heritage brand without losing its authenticity. It highlights my strength in brand repositioning, cross-sport partnerships, and inclusive storytelling that shows how creative direction can transform perception and unlock new markets for legacy brands.
