Everlast is being revitalized to become a major player in the lifestyle and apparel market. With a long-lasting history spanning over 110+ years, Everlast can benefit from the rise of throwback culture and streetwear.
Logo apparel is in vogue, throwback gear has returned, and streetwear — the casual style derived from skateboard and sports culture — is relevant.
Everlast needs to take cues from Champion and Fila.
Their rise in popularity came from:
Their rise in popularity came from:
-
Increased investment in social media channels
-
Updated apparel designs with reference to vintage styles
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New brick-and-mortar locations
- Collaborations with other established brands and celebrities.
Everlast needs to be transformed into a brand that the target demographic of millennials can relate to, by leveraging current customer trends towards buying streetwear as well as clothing of earlier decades.
Introducing the Everlast BEEN OUT HERE 2020 campaign.
This campaign will stay true to everlast’s existing recognizable brand ethos by utilizing bold typography and colors typically associated with boxing and vintage imagery in boxing.
As Everlast still wants to stay true to their roots in boxing, the tie back will be boxing-based idioms. The new “Been Out Here” campaign will utilize boxing idioms in its marketing depending on its context.
For celebrity-based imagery:
beat ‘em to the punch: accomplish something before someone else does. This is a call
to action as to say to consumers, purchase Everlast and be trendy before someone
else does.
For model-based imagery:
the gloves are off: said when someone begins to act mercilessly (in reference to boxing
without gloves) This is referencing Everlast’s decision to focus on fashion and apparel,
a major step away from boxing, whilst also maintaining an edgy brand attitude.
This campaign will stay true to everlast’s existing recognizable brand ethos by utilizing bold typography and colors typically associated with boxing and vintage imagery in boxing.
As Everlast still wants to stay true to their roots in boxing, the tie back will be boxing-based idioms. The new “Been Out Here” campaign will utilize boxing idioms in its marketing depending on its context.
For celebrity-based imagery:
beat ‘em to the punch: accomplish something before someone else does. This is a call
to action as to say to consumers, purchase Everlast and be trendy before someone
else does.
For model-based imagery:
the gloves are off: said when someone begins to act mercilessly (in reference to boxing
without gloves) This is referencing Everlast’s decision to focus on fashion and apparel,
a major step away from boxing, whilst also maintaining an edgy brand attitude.
The colors for the campaign were carefully selected to not only be vibrant and impactful upon first glance, but also to honorably reference Everlast’s heritage and roots in boxing. The colors were inspired by retro boxing posters.
The main iconography used throughout the campaign will be quadrilateral borders that never connect or break around the boxing idioms “Beat ‘Em To The Punch” and “The Gloves Are Off.” This is a visual representation of Everlast quite literally thinking out of the box and stepping away from boxing to focus on fashion and apparel. The quadrilateral borders are also another reference to retro boxing posters.
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I also designed a tribal/flame motif utilizing the Everlast “E” which ties the new apparel line with the “Been Out Here” campaign. Evoking a raw and primitive power associated with Everlast’s roots in boxing. This will be locked at the bottom of model and celebrity based imagery.
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I found some great retro images where the subjects are wearing Everlast products and apparel. I created these simple graphic tees with the bold Been Out Here tagline as a nod towards these products still being relevant today. I also designed a new Everlast label which will be locked on the bottom right corner of selected new apparel.
In a bid to convey Everlast as a new force to be reckoned with in streetwear culture, limited edition boxing glove collaborations will be a good way to spread hype and awareness about the brand’s revitalization.
Collaborations with youth-relevant brands like Chinatown Market and Bape would help portray Everlast as a luxury streetwear brand worldwide. Collaborations with famous artists such as Kaws, David Choe, and Murakami would also add to this allure.
While ordinary people are the most relatable, we will also work with music artists, natural trend setters, to spread Everlast far and wide. Location specific advertisements will be rolled out so only country relevant music artists will be utilized.
For America, Everlast can use the likes of Denzel Curry, Billie Eilish, Brockhampton, Clairo.
For the UK, Everlast can use the likes of Charlie XCX, Slowthai.
For Asia, Everlast can use the likes of G-Dragon, Jay Park, Higher Brothers and BTS
For Australia, Everlast can use the likes of Flume, Alison Wonderland.
These are just a few examples of music artists I believe portray the attitude Everlast conveys as a brand.
For America, Everlast can use the likes of Denzel Curry, Billie Eilish, Brockhampton, Clairo.
For the UK, Everlast can use the likes of Charlie XCX, Slowthai.
For Asia, Everlast can use the likes of G-Dragon, Jay Park, Higher Brothers and BTS
For Australia, Everlast can use the likes of Flume, Alison Wonderland.
These are just a few examples of music artists I believe portray the attitude Everlast conveys as a brand.
Adam Johansen
Everlast: BEEN OUT HERE 2020 Campaign
New York
2019
ADAM JOHANSEN 2020
I DO TOO MUCH LOS ANGELES, NEW YORK, MELBOURNE, HONG KONG
I DO TOO MUCH LOS ANGELES, NEW YORK, MELBOURNE, HONG KONG