Technical wear and Boxing are an essential part of the historic legacy that lives within Everlast. Specially when its core values and true commitment with this sport can be traced back to the very origins of the brand. So, from the start, we knew that Everlast’s Q4’ 2018 campaign was all about boxing.
“Be First, a well-known boxing term, stands for dictating the pace of your life, your goals, and your journey.” Within this context we tried to replicate the original spirit of the american campaign and gave it a shot at deploying it back home, where the brand's target, mostly, not to say entirely, is a female audience.

Whilst the american campaign featured many stars from the world of boxing and dancing (Deontay Wilder, Jeeselyn Silva, Mikaela Mayer, Liz Marie Chestang, among others). We decided to funnel ours through six different female influencers that we thought were capable of conveying the idea of: the self-made woman.

We chose a boxing gym as the main scenario of our ad. We also used a boxing match camera approach and gained inspiration from movies like Raging Bull, Creed, and Million Dollar Baby. This allowed us to present a sense of healthy individual  competitiveness between our characters as the montage transitions into a true celebration of empowered sorority and female companionship.