EVERLAST
Brand Guide
Version 2.0 – 2025
ABOUT THE GUIDELINES
Our Purpose: Reveal the Champion within every athlete.
Everlast – our visual identity and tone of voice – are instrumental tools that, when executed seamlessly, strengthen our story of a brand built by earned heritage.
Our work is driven by the desire to move fight forward and exceptional execution of these guidelines will help you maintain Everlast’s centuries-long identity of sport-rooted strength and authenticity.
To maintain our position as a trusted and innovative global leader seated at the intersection of sport and culture, our imagery and messaging should be created with consistency, wit, and honesty that resonates with our devoted audience. Consistency makes us more uniquely memorable. Authenticity makes us more relatable, resulting in a genuine emotional connection with an audience that will take us along on their lifestyle journey.
Every decision must be made with intention and must drive towards a uniform direction. By understanding our audience, their desires, dislikes, and motivations, we can create meaningful work that influences behavior, makes the sport more accessible, and grows Team Everlast.
We defined enough flexibility to adjust your creative and writing to communicate with people at different stages of their sport journey, and still have your work reflect our overall brand personality and tone of voice: unmistakably Everlast.
OUR STORY
A "Champion" isn't just your everyday athlete; they're the people make the necessary sacrifices all in the pursuit of Greatness. They're more than fighters in the sport; they're role models, cultural icons, and thought-leaders. They reveal to the world that “impossible" is just an obstacle to overcome. From local gyms to world stages, they are the ones who bring us all together, reminding us of the power that belongs to sport and its ability to inspire us to chase after what has never been done before.
This is Everlast.
We are a brand that represents the people who choose the hardest road because they understand the pain is worth the glory. We are one in a community of groundbreakers that challenge and change the status quo. Our hearts beat for competition: not to put our opponents down, but to achieve a level of perfection that only universal recognition can satisfy.
Tone of Voice
Our tone of voice is an expression of the Everlast’s brand personality.
We express our brand every time we communicate with people; whether we’re talking to them in the gym, in the ring, through our products or interacting with them online.
ACTIVE | PERSONAL | UNDERSTATED CONFIDENCE
ACTIVE Personal Understated confidence
Strength / Grit Communal / Accessible / Authentic Style / Charisma / Authoritative
All of our creative should be active and personal with the understated confidence carried by the type of person who commands any room without being ostentatious. These three elements can be toned up or down according to message, mood, channel, and audience. But they should always be present. We can reflect this tone in the photographs we use too: the atmosphere of a bustling gym, the personal connection created when using bold portraits, or the camaraderie that is felt when an entire community of athletes comes together in the spirit of fight.
We also apply the tone to our digital experience. Website messaging, emails, and social media communication can be active through clear calls to action. They should also be personal and authentic by being tailored to the customer’s natural way of speaking. We are having a conversation with our customers as opposed to making declarations or statements to an uninterested audience.
How do we write Active, Personal, and UnderstateD Confidence?
Written style isn’t just about whether you use grammar and punctuation correctly. There are ways to write in a tone of voice that gives your reader an overall impression of brand personality. All our messaging, whether we are launching a product, highlighting an athlete’s story, developing a workout program, or driving a community activation, should reflect Everlast’s tone of voice.
ACTIVE
Write with an active voice, not a passive one:
✅ “Step into the ring of champions.”
❌ “Boxing is the sport for champions.”
Write in the present tense where possible:
✅ “Two undefeated fighters, only one can remain unbeaten.
Heavyweight prospect Jared Anderson continues to boost his perfect resume after emerging
victorious against George Arias.”
❌“Last week, Jared Anderson won his bout against George Arias in a 10 round matchup.”
Avoid very long sentences.
Our brand isn’t slow and ponderous, it’s agile and exciting, we can show this by using a
mixture of medium and short sentences. They add pace and impact.
PERSONAL
Talk intimately about people where possible:
✅ “Born and raised in the heart of Newark, Wali Moses knows the struggles of the city like no other.
Through losses and triumphs, Coach Wali remains steadfast in his commitment to helping his community.”
❌ “Wali Moses is from Newark, NJ and runs a youth boxing program.”
Talk to people:
✅ “Push your limits, break through the boundaries of what you thought was possible.”
Or
✅ “To the trailblazers and game changers, today and every day we celebrate #TeamEverlast.”
Our athletes are from a diverse range of backgrounds. Avoid excluding anybody, and keep your writing
accessible to everyone.
Avoid esoteric technical jargon and unexplained acronyms:
✅ “The Protex Boxing Gloves are made with a full synthetic leather palm and microfiber on the impact
surface for maximum durability and longevity.”
❌ “The ProTex Boxing gloves are constructed with EVA and PU materials.”
Use accessible grammar and everyday English. Shorter sentences are easier to understand.
Contractions (it’s, that’s, etc) reflect how people talk, and are not against the rules. Similarly,
starting a sentence with a conjunction like “and” or “but” is acceptable – as long as it makes
sense and isn’t overused.
UNDERSTATED CONFIDENCE
Be authoritative and strong, but not distastefully boastful:
✅ “‘Since 1910’ is more than just a benchmark for where we started. It is a constant
reminder of our testament to reinvent the game when others have stopped.”
❌ “We are the only name in boxing that has been around for over 100 years, forever
remaining the premiere fight sports equipment brand around the world.”
Write in a way that showcases our heritage and dedication to the craft of fight
sports and product innovations:
✅ “Curated and designed to set the highest standards in boxing while staying true
to traditions handed down through generations.”
❌ “We have improved the construction of our equipment over time and bring the
best to the sport.”
Use current slang or formal language with intention and meaning to the medium and
content. Overly formal language sounds impersonal, while slang and trend words can
sound unprofessional.
Certain consumer point-of-sale touch-points, for example, might be more formal to reflect
the voice of the retail partner/sales channel as well as remain reliably informative. And less
formal language would be expected for social media channels such as Twitter or Instagram.
Another exception is when such language appears in quotes – it’s authentic to reflect how our athletes naturally talk.
THE EVERLAST BRAND IDENTITY SUITE
The Wordmark
This is our wordmark. It can be used on product and marketing materials. It must be accompanied by the registered mark (®). The Wordmark should not be manipulated in any way.
The Authentics Mark
This is our authentics mark. It can be used on product and marketing materials when used in a hertitage/vintage/historic context. It must be accompanied by the registered mark (®). The Authentics Mark should not be manipulated in any way.
Tagline
The Everlast tagline is "Greatness is Within". It can be used as a design element on product and marketing materials. It must be accompanied by the logo and the trade mark (™).
The tagline can be displayed as a single line or stacked.
DO NOT attempt to recreate the tagline; use the provided EPS file. The ™ must always align with the top of the 'N' in WITHIN.
Choice Of Champions MARK
The Everlast Colors
There are no main Everlast Brand colors. We have moved away from Cool Grey 11 C. Use P 179-14 C on all packaging materials. If you would like to use a highlight color, you can use Patch Yellow, a color that pays homage to our iconic yellow glove patches. You may also use other colors, so long as they are true to the tone of the brand.
Black
Grey
PMS P 179-14 C
Patch Yellow
PMS 103 C
Trade Gothic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
TRADE GOTHIC LT STD BOLD CONDENSED NO. 20
TRADE GOTHIC LT STD BOLD EXTENDED
Trade Gothic LT STD Regular
Trade Gothic LT STD Light
The Everlast Font
Our brand font is trade gothic. The font should not be stretched or manipulated in any way.
BRAND IDENTITY SUITE: USAGE RULES
Minimum Size Requirements
The logo components are shown here at the approximate smallest sizes allowed for general use. To ensure quality reproduction, never scale less than these sizes. There is no maximum size for these logo components.
Minimum Space Allowance
The minimum space allowance is the distance allowed between the logo components and other elements, such as typography or illustrations. The minimum space allowance for the Wordmark, Authentics Mark, and Composite Mogo is equal to half the height of the letter “E” in the mark.
Correct Logo Usage
The vector EPS source files must always be used when placing the logo on all product & marketing materials. The logo can only be resized with constrained proportions—the size and spatial relationships between any logo component must remain in proportion relative to the source file.
PHOTOGRAPHY
Lifestyle Photography
Photography is a key way to communicate and emphasize the Everlast brand voice of moving fight forward. All photography should be consistent in tone and quality. Photography used to promote the Everlast brand should be active, strong, engaging, and unique. Stay away from cliche fight poses when photographing athletes and instead opt for naturalistic portraits that convey a sense of heritage and impact. Post–editing should be clean and remain natural.
Product Photography
For product detail photography, use even lighting and a clean, white backdrop. All products should have a minimum of 6 product photos, including photos of the full product, as well as close-ups of product features and details.
See product photography for all of our current products at the link below.
PACKAGING
This is our current FSE packaging. Since 2023 we have begun transitioning all FSE from mesh bags to color boxes. The template is made to be accommodating for multiple region’s requirements. Translations can be added to both side panels. Other elements (color, font, logo, arrangement) are NOT to be altered. If your region is using a packaging style that follows a different approach than this, please find a transition plan going forward.
SIZE FONT
packaging elements
Be sure to use the correct color for all fonts on packaging. Size callouts should be made using Druk Wide Medium, font linked to the right.
Grey
PMS P 179-14 C
Packaging Sticker
The size stickers are designed to be flexible enough to accomodate for necessary alterations based on territory–specific requirements. The content can be altered to accomodate for language translations, addition of the legal line, etc. However, the appearance, logo and general layout should remain unchanged. If your territory requires information that is not covered on our updated FSE box templates, and are able to add it to the sticker, you can order our FSE packaging from the factories, and only use custom sticker artwork.
APPROVALS PROCESS
All materials produced with the Everlast trademarks must be approved prior to production.
Please be sure to send all product and marketing submissions to the appropriate persons.
PRODUCT APPROVALS
When sending in all product designs—lifestyle goods, apparel, woven labels, stickers, etc., please send to the appropriate emails below. Product approval forms must be submitted for each stage of the development process: design, pre-production* and post-production*. Please fully complete all forms.
For the Americas: approvals@ibml-usa.com w/ cc to Licensing Coordinator.
*All pre- and post- production samples are upon request.
Rest of the world: Send all appropriate production samples to Brand Manager.
MARKETING APPROVALS
When sending in all marketing materials—POP materials, advertising, website creative, banners, in-store signage and displays, hang tags, packaging, etc., please send your submission along with the marketing approval form to the approvals@ibml-usa.com with a CC to your Brand Manager and the Marketing Director in New York.
Please note all submissions will not be approved without the appropriate approval form. All product and marketing submissions are only approved for one season. Even if the product, packaging, hang tag, or marketing material design doesn’t change, they must be submitted each season for re-approval. All approval forms can be found on the Brand Folder (https://brandfolder.com/everlast).
PRODUCT DEVELOPMENT/EQUIPMENT APPROVALS
1. Any fight/fitness equipment products you wish to order or develop for your territory that are outside of the Global Line must be approved by means of an SMU Form.
2. When sending in equipment requests, please send your submissions to approvals@ibml-usa.com the Everlast Product Line Manager along with the SMU (special make-up) approval form.
3. Should you need to order a SMU from outside our range, we are unable to provide assistance with pricing or MOQs to which you will be subjected.
4. Packaging for discontinued items from the global assortment are not kept in inventory. For usage of discontinued items, the product and packaging must be approved.
Everlast Worldwide
EST 1910
NY, NY USA
For all materials mentioned in this guide, visit Brandfolder.