Since 1910, Everlast has been the premium brand in the world of boxing and is among the most dominant brands in the overall sporting goods and apparel industries. The Brand, Everlast born in boxing, has come to mean empowerment, strength and confidence in the eyes of the consumer. The Everlast fragrance range reflects a boxer and is designed for real men. The original Everlast fragrance is rebelious and seductive. The Everlast EDT bottle is heavyweight and is shaped like the shoulders of a man and is supported by a powerful, provocative and suggestive advertising campaign. Everlast's second fragrance is Everlast Uppercut.