Everlast®

Challenge

Everlast®

Challenge

Elevating the spirit of boxing to motivate athletes of all kinds.

Everlast had been the preeminent brand in the world of boxing for over 100 years. Yet things had become much more challenging as the sport of boxing declined. Faced with changing consumer tastes, distribution and licensing challenges, and pressure from major accounts like Dick’s Sporting Goods, Everlast sought to develop a global brand strategy to unify and grow the business.

Process

  • Focus Groups
  • Segmentation
  • Vision / Mission / Values
  • Brand Architecture
  • Brand Positioning
  • Target Personas
  • Innovation / Brand Stretch
  • Logo Design
  • Tagline / Copywriting
  • Packaging
  • Creative Campaign
  • Environmental Design

Impact

0%

Increase in net revenue in first year after brand relaunch

0

months, company was acquired for more than triple the market cap

1st ever

global brand strategy

How We Got There

We guided Everlast through a full-scale “brand renaissance,”

helping them evolve into a relevant athletic lifestyle brand based on the spirit – not just the physicality – of boxing that spoke to people at all levels of athletic pursuits and achievements. Finch Brands served the company in multiple capacities, from the Board level to developing the brand strategy to building materials for licensees to serving as creative agency of record.

Logo

The Everlast logo was like redesigning a classic car - the new version is sleeker, more gender-balanced, and possesses the icon critical to success in athleisure apparel applications.

Print Campaign

A trailblazing campaign for the brand, the approach highlighted training, integrated men and women, and brought together licensed and homegrown product lines for the first time.
A trailblazing campaign for the brand, the approach highlighted training, integrated men and women, and brought together licensed and homegrown product lines for the first time.
A trailblazing campaign for the brand, the approach highlighted training, integrated men and women, and brought together licensed and homegrown product lines for the first time.

Packaging

Finch Brands rebuilt the Everlast brand architecture around three categories -- train, compete, and live -- and redesigned 750 SKUs of packaging to promote consistency and power.
Finch Brands rebuilt the Everlast brand architecture around three categories -- train, compete, and live -- and redesigned 750 SKUs of packaging to promote consistency and power.

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