Everlast Takes On Heavyweight Objective With Cause Marketing Campaign
Tuesday, June 1, 2010 at 03:53PM 
June 1, 2010: Everlast, the hundred-year-old boxing and fitness sporting goods and athletic wear company, is stepping out of the ring to launch "What Do You Fight For?"
The cause marketing campaign is intended to improve "the lives of those in need in our communities" through Everlast's support of the Dr. Theodore A. Atlas Foundation, which was founded by legendary boxing trainer Teddy Atlas.
"Every person in the world has a fight in life, regardless of how small or large, that drives them to be better, to do better," Adam Geisler, Everlast president, said in a statement . "We want to empower those individuals to share their stories, challenge themselves, and motivate them to achieve their fight."
Everlast said it would drive global awareness for "What Do You Fight For?" through digital and print advertising, event marketing and social media. Tagline: "Share your fight and we'll join your corner."
Marketing will direct people to "share their fight" via words, photos or videos at a dedicated Everlast Facebook page. Submissions will be voted on by the public, with one grand prize winner receiving $5,000 to help contribute to their fight; a VIP trip to Las Vegas for a world championship fight; and a trip to the Dr. Theodore A. Atlas Foundation dinner in New York on Nov. 18 at the Hilton Garden Inn in Staten Island. (Full details here).
Everlast also said it would donate $1 for every "What Do you Fight For?" T-shirt (pictured) sold to the Dr. Theodore A. Atlas Foundation and also for each contest entry received.
In addition to Teddy Atlas, among the Everlast endorsers who will drive awareness are Randy Couture, Andre Berto, Gray Maynard and Miguel Cotto. Among the early causes being brought to light are, "I fight for Haiti," "I fight for my beliefs" and "I fight for my daughter."
"Our long standing relationship with the Dr. Atlas foundation was the inspiration for 'What Do You Fight For?'" Matt Cowan, vp-marketing and product for Everlast, said in a statement "As the leader in fight sports, it's our duty to support those who fight to inspire and improve the lives of others. This is what the Atlas Foundation stands for and we want to spread that message worldwide."
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