As a sports apparel brand, Everlast didn’t have the marketing budget to compete head on with the likes of Adidas or Nike. Both the latter were represented by superstar sports people wearing their gear in the world’s sports arenas. For Everlast to be a serious challenger we took the fight out of the arenas and onto the street. ‘Nothing Soft Comes Out of The Bronx’ was the campaign lien which tapped into the individual’s pride in having survived that urban cauldron. It ran for seven straight years delivering double-digit growth year on year.