Brand Tone

Aspirational & Motivational, Authentic & Heritage-Rich, Inclusive & Modern, Direct & Action-Oriented, Supportive & Community-Focused

Brand Values

• •Strength
• •Dedication
• •Individuality
• •Authenticity
• •Resilience
• •Inclusivity
• •Fairness
• •Integrity
• •Accountability
• •Sustainability
• •Respect

Best Practices

• •Channel the "Champion" Mindset: Consistently employ strong, active verbs and language that inspires and motivates. The narrative should focus on themes of overcoming adversity, achieving goals, and enduring challenges.
• •Integrate Heritage with Relevance: Reference the brand's extensive history and its connection to boxing legends when appropriate, but always ensure this heritage is linked to the contemporary athlete's experience and aspirations. Avoid stating historical facts without a modern context.
• •Speak Directly to the Athlete's Spirit: Utilize "you" and "your" to foster a personal and direct connection with the audience. Demonstrate an understanding of their inherent drive, the challenges they face, and the goals they strive for.
• •Balance Toughness with Inclusivity: While the brand's core tone is one of toughness and resilience, ensure that the messaging is also welcoming, supportive, and empowering to a diverse spectrum of athletes and fitness enthusiasts. Actively highlight stories that reflect varied individual journeys.
• •Maintain High Energy and Impact: Craft concise and impactful sentences, particularly for social media platforms. Leverage powerful imagery and motivational quotes to reinforce the copy and ensure a consistent visual and verbal style that conveys dynamism and strength.

Social Perception

Legacy Brand, Accessible to All Skill Levels, Symbol of Toughness & Fitness, Mixed Quality Perception, Increasingly Progressive, Australian Identity

Copy Examples

• •Headline: FORGED BY GRIT. DEFINED BY YOU. Body: Every drop of sweat, every extra round, every challenge faced and conquered. That's where true strength is forged. That is the authentic spirit of Everlast. Equip yourself and unleash the champion within. #GreatnessIsWithin #EverlastAustralia
• •Headline: THE LEGACY ENDURES. YOUR JOURNEY STARTS NOW. Body: Since 1910, the world's greatest champions have placed their trust in Everlast. Now, it's your moment to step into life's arena with that same unwavering dedication and fierce authenticity. Train with passion, fight with intelligence. Live the Everlast legacy.
• •Headline: MORE THAN EQUIPMENT. IT'S A COMMITMENT. Body: From your very first pair of boxing gloves to the trusted gear that supports you through your most demanding training sessions, Everlast is not just a brand – it's an unwavering partner in your athletic journey. Engineered for every fight, crafted for every victory.
• •Headline: STRENGTH IN EVERY STITCH. COURAGE IN EVERY HEARTBEAT. Body: We proudly stand alongside every athlete who dares to be different, who relentlessly pushes boundaries, and who fearlessly redefines the limits of what's possible. Our equipment is built to empower your individual fight. #BeFirst #Individuality #EverlastResilience
• •Headline: YESTERDAY'S LIMITS ARE TODAY'S STARTING LINE. Body: Today, you demand more from yourself. You push harder. Our latest range of performance apparel and cutting-edge equipment is meticulously engineered to match your intensity, every step, every jab, every round. What fuels your fight? #TrainHarder #EverlastPerformance