EAST RUTHERFORD, NJ: Everlast has selected MWW Group as its AOR, after a competitive search. One of the firm's initial tasks will be to help gear up for the sporting goods company's 100th anniversary in 2010, as well as an entry into the mixed martial arts (MMA) category.
“As we approach our 100-year anniversary, it's important not to be 100 years old,” said Adam Geisler, president of Everlast. “Mixed martial arts is a burgeoning sport that attracts a very young consumer. It's a great way for us to reach new consumers and expand the brand.”
To start the celebration, Everlast is launching a line of boxing equipment in the fall which was developed through a licensing agreement with Muhammad Ali. Other events and initiatives will follow. Efforts will also focus on mixed martial arts' enthusiasts who, Geisler said, are in the 16-to-21 age range, “very Internet savvy,” and “very loyal.”
“The program we're developing will communicate [Everlast's] brand ethos while raising awareness of the new products, offerings, and programs that the company will be rolling out,” said Joseph Cohen, VP at MWW. Media outreach will include consumer outlets like Men's Health and Esquire, top-tier media like The Wall Street Journal, and, to reach MMA audiences, online and offline niche media like the blog Sherdog.com, and boxing outlets like The Ring.
The company previously worked with some firms on a project basis but mostly handled PR on its own, Geisler said. It decided to retain a firm to help it with the centennial, and MWW was selected from among other unnamed competing firms in December.
“The big thing is we're approaching our 100-year anniversary in 2010,” said Geisler. “You only turn 100 once.”