Everlast is looking to knock out its competition with a new line of casual shoes.
The company’s deal, with BBC International, is the latest of Everlast’s expanding collection of licenses.
“We’re looking to expand into nutritional oriented products like sports drinks and vitamins and exercise equipment like treadmills,” said Hal Worsham, the senior vice president of global licensing at Everlast Worldwide Inc.
The casual shoes are slated to hit sporting good retailers and department stores in mid 2003. Ranging in price from $59.99 to $89.99, the shoes will complement the company’s current lines of athletic and steel-toed footwear.
“The new line is a variety of casually inspired shoes to wear with khakis and on the street,” Worsham said, adding that they will bear the Everlast logo.
The company will also offer shoes that remain true to the company’s ringside heritage.
“There will be retro boxing shoes,” he said – but “not for athletic wear. We see the line as being fashion forward.”
The company currently has about 50 licenses worldwide, which account for 65 percent of its annual retail sales of $400 million.
In the past three years, the company has gone on a licensing binge, signing some 32 deals, including one with designer agnes b. to create high-end boxing and athletic wear.
“By and large, most of the licenses are in apparel and with the shoes. We’ve had success worldwide with footwear,” Worsham said.
Still, “boxing equipment is the best-performing product category we have.”