a 100 year old brand becomes relevant. again.


Everlast has been the preeminent brand in the world of boxing for the last 100 years. Faced with changing consumer tastes, distribution and licensing challenges, and pressure from major accounts like Dick’s Sporting Goods and Sports Authority, Everlast sought to develop a global brand strategy to unify and grow the business.


- Vision, Mission and Positioning
- Brand Guideline Document
- Logo Re-Design
- Icon Creation
- Equipment Design
- Packaging Design
- Retail Design
- Catalog Design
- Advertising

While in-house Creative Director at Everlast, we partnered with Finch Brands and Kanter International to guide the business through a literal “brand renaissance”. Evolving the company into a relevant athletic lifestyle brand born from the spirit of boxing, connecting to people at all levels of athletic pursuits and achievements.

Everlast enjoyed a 24% increase in net revenue parallel to the brand re-launch. When the company was sold later that same year, their market cap had more than tripled. The acquiring company attributed the brand’s newfound momentum as a central reason for the sale and price.