On June 20, 2006, Everlast Worldwide Inc. announced a licensing agreement with MGM Consumer Products to produce Everlast/Rocky sporting goods and a toy collection to include youth boxing equipment, heavy bags and inflatables.
Set to launch in October of this year to coincide with the 30th anniversary of the original “Rocky” film and the December 22nd release of “Rocky Balboa”, the Everlast/Rocky products will be available at select retailers and online stores. Everlastplans a comprehensive marketing strategy that will include special events, retail promotions, direct mail and cross-promotions featuring all six of the “Rocky” motion pictures and more. Consumer prices for Everlast’s/Rocky merchandise will range from $15 to $60.
Representatives from both Everlast and MGM expressed great excitement about this joint venture. Seth Horowitz, Chairman, President and CEO of Everlast Worldwide, announced, “This license agreement unites two icons, namely the beloved Rockycharacter with Everlast, one of the sporting world’s preeminent brands. The Rockycharacter brings to life Everlast‘s key brand attributes – toughness, durability, and staying power.” Travis Rutherford, executive vice president of MGM Consumer Products and Location Based Entertainment, added, “We are elated to be celebrating the 30th anniversary of the “Rocky” franchise and the release of the new Rocky Balboa film,” said . “This co-branded initiative with Everlast will bring a new offering of high-quality products to sports and boxing enthusiasts and Rocky fans through all generations.”
For more details click HERE. – Craig
– Craig