Peak performance.
To revitalize a potential market power player, it was time to think bigger. Systemic. strategically.
Working with a tight team, we started with the Women’s business. When results sky rocketed, shattering all targets, we went bigger.
Within 2 years, Everlast became a cohesive, family active Brand, consistently retaining a top sales position quarter after quarter.
Changing the game.
To shift the Brands downtrending position, a system-wide approach was needed:
Use data to include, not exclude: rebuilt the sizing model for inclusivity reflective of the actual customer
Get net positive: focused messaging on empowerment, resilience, and boundary-breaking with original artwork
The new woman: introduced a new kind of modern, less gender-binary femininity
Use your assets: empowered the team to rethink everything, which led to new fabrications, new sourcing, ecological advancements in production
2-piece set Holiday gift promotion packaging
Reinvigorating this iconic brand was paramount. In a time of heightened activewear popularity, Everlast results was slow to react.
To address sales, I assessed market relevance. The answer was in cohesion. Delivering themes to arch across all gender and age categories, I set a consistent POV for a unified Brand story.
Working with a talented team, this transformed disconnected storytelling and weak sales performance to a unified family messaging and top sales results.
Client: Everlast licensed for Sears and Kmart
Location: USA +
Season: 2018—2020
Role: Global strategy & implementation (concept, color: Mens, Womens, Girls, Boys) and graphic design (Women/Girls), brand management (licensed)
Collaborators: Milo Ritchey, Chris McKoy, and Divisional VP Katherine Green