Iconic Everlast Brand Setting Up Shop In Sears, Kmart With Apparel Alliance
Thursday, December 16, 2010 at 03:57PM 
Shoppers at Sears and Kmart will be able to go a few rounds with Everalst apparel beginning in 2011.December 16, 2010: Everlast, a legendary brand in sports, has signed a deal with Sears Holdings to bring its apparel and footwear products to Sears and Kmart stores nationwide.
Terms of the deal, which was described as "long-term," were not disclosed.
Everlast Worldwide said the agreement gives Sears Holdings the U.S. license for the Everlast brand in their 850 Sears doors and the Everlast Sport brand in 1,325 Kmart locations. The alliance will also launch online at Sears.com and Kmart.com.
The pact gives Sears and Kmart the rights to the Everlast brand for apparel, footwear and accessories for men, women and kids. Sears and Kmart plan to launch the brand nationwide beginning in the spring of 2011. The launches will be supported by national advertising, social media and sports marketing campaigns.
"We believe the authenticity and individuality of this global brand will resonate with loyal Sears and Kmart customers who demand quality products and iconic brands," Neil Morton, CEO of Everlast, said in a statement.
Everlast wholesale and licensed boxing, MMA and fitness equipment will continue to be sold through sporting goods and sports specialty retailers nationwide.
The Everlast brand, which is celebrating its 100th anniversary, has long been associated with the legends of boxing, including Jack Dempsey, Joe Louis, "Sugar Ray" Robinson, Jake LaMotta, "Sugar Ray" Leonard, Joe Frazier, George Foreman, Mike Tyson, Larry Holmes, Shane Mosley and Muhammad Ali.
According to Morton, “As we continue to celebrate our 100-year anniversary, we could not be any more proud to announce this landmark agreement for the Everlast brand with Sears and Kmart. The brand will have unprecedented retail distribution and marketing in the apparel, footwear and accessories category."
"With Sears and Kmart, [Everlast] will have unprecedented retail distribution and marketing in the apparel, footwear and accessories category."
“We are pleased to be working with a global, iconic fitness brand like Everlast,” said John Goodman, evp-apparel and home at Sears Holdings. “With this agreement, we will add an authentic fitness brand to our Sears and Kmart stores, offering quality apparel and footwear to our customers from a brand they know and trust. We are committed to providing our customers the best brands at a great value, and our agreement with Everlast allows us to bring them one of the premier authentic athletic brands on the market today.”