Everlast is expanding its business by betting big on strategic, and often unexpected, partnerships with luxury brands such as Saint Laurent and Gen Z favorites like Urban Outfitters.
Though the 110-year-old brand is best known for outfitting and equipping professional boxers, wrestlers, and mixed martial arts athletes, it’s finding wider name recognition through experimenting with fashion.
“What’s important to us is reaching new communities with products that people think are cool and that really makes people think,” said Chris Zoller, Everlast’s vice president of marketing and product development.
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Everlast is looking to take both its gloves and fighting apparel from the ring to the runway.
The sporting goods brand has doubled down on fashion and retail partnerships in recent months, part of a long-term strategy to reach new