Situation Analysis
A global icon, the Everlast brand has been synonymous with boxing and fight sports for more than a century. But two issues concerned leadership that Everlast had faded into the background and wasn't part of trending cultural conversations outside of the boxing community:
- The average age of a boxing fan increased to 47 (compared to MMA's average age of 34)
- A new kind of fitness consumer was born and memberships at boutique fitness studios increased by 70 percent, according to the International Health, Racquet & Sportsclub Association. Not to mention, the average age of boutique fitness studio member...