Philanthropic social movement to raise money for Dr. Theodore A. Atlas Foundation

New York, NY – June 2, 2010 Everlast, the global leader in fight sports and fitness announced today the launch of its philanthropic social movement campaign “What Do You Fight For?”.

“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,” said Everlast President Adam Geisler. “We want to empower those individuals to share their stories, challenge themselves, and motivate them to achieve their fight.”

For each contest entry received, Everlast is donating $1 to the Dr. Theodore A. Atlas Foundation. Founded by world renown boxing trainer Teddy Atlas, the Dr. Atlas foundation is dedicated to improving the lives of those in need in our communities.

“Our long standing relationship with the Dr. Atlas foundation was the inspiration for “What Do You Fight For?”, explains Matt Cowan, VP of Marketing and Product for Everlast.  “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.”

“What Do You Fight For?” is a social movement that will drive global awareness through digital and print advertising, event marketing, and social media designed to encourage consumers to share their fight through a dedicated Everlast Facebook campaign. By sharing a few words, photo or video describing the motivations that drive their fight in life, individuals can inspire others to do the same.

Submissions are voted on by the public, with one (1) 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 Staten Island on November 18th at the Hilton Garden Inn.

Countless athletes and celebrities, along with key Everlast endorsers Randy Couture, Andre Berto, Gray Maynard, Miguel Cotto, and Teddy Atlas, have joined the fight and shared their personal motivations. Be sure to visit the Everlast “I Fight For Contest” page on Facebook,, to share your story, vote, comment and support the Dr. Atlas Foundation.

Everyone fights for something…What Do You Fight For?

About Everlast Worldwide Inc.

The preeminent fight sports brand since 1910, Everlast is a global leader in the design, manufacturing, licensing and marketing of authentic boxing, mixed martial arts and fitness related sporting goods equipment, apparel, footwear, and accessories. From heavyweight champion Jack Dempsey and middleweight legend Sugar Ray Robinson to the undisputed middleweight champion Jermain Taylor and MMA legend Randy Couture, Everlast is the brand of choice for generations of world champion professional athletes. Built on a brand heritage of authenticity and individuality, Everlast is a necessary part of the lives of countless athletes and fitness enthusiasts, who train, compete and live an active lifestyle. Based in Manhattan, Everlast’s products are sold across more than 75 countries and 6 continents. Everlast is a wholly owned subsidiary of Brands Holdings Limited, a global company and manager of worldwide sporting goods and apparel brands. For more information, visit

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