May 24, 2007
The Greatness Within the Everlast and George Foreman Brands
Everlast is revamping its brand identity including a new tagline, “Greatness is Within,” that demonstrates its fight to survive in the competitive athletic apparel and sporting goods market.
The new logo won't be officially launched until later this year and includes a refreshed logotype, a new icon and corporate colors.
Women’s Wear Daily pointed out that the company was looking for a “consistent message” as it moves to “premier brand caliber.” Everlast wants to emphasize its brand assets of “strength, dedication, individuality and authenticity.”
The new icon shows a vanishing perspective apparently symbolizing “infinity.” Clearly, Everlast is moving away from it’s old “rope-a-dope” brand image into one that might conceivably compete with Nike and Adidas, shooting for “premier athletic brand status” via their 72 licensees.
I think Everlast's current image is pure boxing and not general sports and fitness. Everlast even declares on its website that its name is synonymous with boxing. When I think of the Everlast brand name, I think of Mohammed Ali and Rocky Balboa. For me, the Everlast name conjures up visions of victory, yes, but also visions of pain and blood.
The lovable George Foreman has had something to do with making boxing and boxing-related branding more approachable. There certainly seems to be "greatness within" the George Foreman brand.
In fact, Monday’s announcement that Foreman is now co-team owner of IndyCar Panther Racing makes me think that there's nothing the Foreman brand can't take on. Well, almost nothing.
George Jr., Foreman’s eldest son, commented that, "our involvement with Panther Racing offers a tremendous opportunity to bring together two championship brands and cross-promote two sports powerhouses across a diverse fan base."
Is the Everlast brand destined to be a champion, too?
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