Everlast grew up on the streets of The Bronx and became the original boxing brand, with the tough reputation you'd expect from that start in life.

Almost a century later, Everlast is now known in more than 100 countries and became a part of Pacific Brands in 1995. Since then, the brand's rich heritage has been carefully managed to leverage its strengths while building a powerful brand, relevant to the ultra-competitive sports apparel market in Australia today. No small task when Everlast is outspent many times over by some of the world's most heavily marketed sports brands.

But Everlast always punches above its weight. In the last five years sales have soared 34% and we're now fighting at the elite level - up with the top three sports apparel brands in the country Everlast is widely celebrated as an authentic sports fashion brand, with a broad appeal to both sexes right across the country.

And while we've managed Everlast for the Australian sports market, we've never lost touch with the brand's gritty heritage.

Everlast is a brand with the strength and credibility to become an even tougher competitor in the sports apparel arena. After all, nothing soft comes out of The Bronx.