By  on April 12, 2007

NEW YORK — Everlast is creating a unified brand message to champion its image.

Everlast executives outlined a global brand and product strategy for 2008 and beyond at the two-day First Annual Everlast Worldwide Brand Summit 2007 at Madison Square Garden here, where Everlast licensees from around the globe gathered Wednesday.

"Many people say you cannot compete with those brands [Nike and Adidas] using a licensing model," said Everlast president, chief executive officer and chairman Seth Horowitz. "We say you can."

To move up to a premier brand distinction, Everlast is focusing on bringing continuity to its logo and packaging worldwide, using more performance fabrics and materials, and increasing marketing. New products will be divided into Train, Compete and Live distinctions.

One big focus is putting forth a consistent logo; among the licensees, Everlast was being manufactured with at least 18 different ones. The company is slightly tweaking its logo to streamline it, then adding an "E" icon under the logo and the tagline, "Greatness is within." Gray — rather than black — and gold will be the official colors.

"These together build associations and brand equity," said Adam Geisler, senior vice president of marketing.

Everlast presented research showing that customers view Nike, Adidas and Under Armour as "premier brands," Russell and Champion as "second-tier brands" and Everlast as "being caught in the middle."

"Our emphasis on boxing limits the brand, and we need to build a broader brand awareness," Horowitz said. "But consumers do understand that a brand starts in a single sport and expands from there."

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