Everlast Worldwide Inc. has partnered with reality TV powerhouse Mark Burnett Productions, DreamWorks LLC and Foot Locker to supply boxing equipment, active wear and athletic shoes for the upcoming reality show, The Contender airing this fall.
As part of the agreement, Everlast will be the series’ exclusive supplier of equipment, active wear, T-shirts and shoes for the 16 boxers competing for the million-dollar prize. In addition, Everlast will unveil a “Contender” hang-tag branding campaign for a line of Everlast sports apparel, shoes and equipment, which will be sold exclusively in Foot Locker stores beginning this October.
“Given the popularity of reality TV shows, the Everlast brand will be introduced to new audiences while reinforcing our position as the pre-eminent brand of boxing,” said George Q. Horowitz, chairman and CEO of Everlast Worldwide Inc., in a statement.
The Contender is a new unscripted drama about the lives of 16 boxers who will be mentored by Sylvester Stallone and Sugar Ray Leonard as they compete for a million dollar prize. The show begins airing this November.
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