Everlast started in the Bronx as a swimwear company, but has since become famous for its boxing gear. It designs and manufactures footwear, clothing and equipment for boxing, martial arts and fitness amateurs and pros. The equipment is hand-sewn from facilities in the Bronx, New York and Moberly, Missouri.
Beginnings
At age 17, in 1910 Jacob Golomb decided to fix the problem of disintegrating swimsuits by producing his own. His version lasted longer, and he called it "Everlast." He then opened up a retail store to sell sports equipment.
In 1916, boxer Jack Dempsey came to Everlast for help. He needed headgear that would last and wore Everlast gloves to win the 1919 world heavyweight championship.
Boxing
The Everlast name was now synonymous with boxing and the store became known as Boxing Headquarters.
Golomb designed new boxing shorts with an elastic waistband, and continued to expand and improve his boxing line. Championship fighters wore the Everlast brand, tagged "The Choice of Champions." Preferring small stores and personal service, the company continued unchecked for the next three decades.
Change
In the 1950s, Jacob Golomb died, and his son David took over. In 1958, David sold half the business to Ben Nadorf. In 1966 Everlast opened a new manufacturing facility in Moberly, Missouri to produce boxing equipment from gloves to full boxing rings.
Amateur boxing's popularity waned from the late 1960s. Overseas competition bit into Everlast's bottom line and its preference for small, private stores did not fit a changing world. Even so, the Everlast label remained world-famous.
In 1983, Everlast began licensing. By the end of the 1980s Everlast gear appeared in Macy's and Nordstrom, licensed to over a dozen companies.
Horowitz
George Horowitz of TI Sportswear, Inc. grew up with boxing, but landed in the apparel business. In 1992, Everlast asked him to create an Everlast-branded women's sportswear line. TI renamed to Active Apparel and Horowitz became an ambassador for Everlast, becoming involved in the promotion of women's boxing.
In 1995, Active Apparel went public and Horowitz worked with other companies such as MTV. When in 1997 he began to sell Everlast-branded bathing suits, he returned to the boxing company full-time.
Problems
Licensing sales were going well as the quality and reputation of Everlast boxing equipment declined. Its styles were not current and competition was taking over. Glove manufacturers Grant and Reyes also sued Everlast for an alleged smear campaign.
David Golomb died in 1995, and Nadorf gained full ownership of Everlast. He sold the company to Horowitz in 2000, satisfied that Horowitz understood boxing. Active Apparel became Everlast Worldwide; Horowitz was chairman and CEO and Nadorf was president of the Everlast Sporting goods division.
Comeback
Horowitz modernized the company, working to restore Everlast's name in boxing. Bringing on consultants and pro trainers, he had new gloves designed and brought licensing in-house.
Horowitz attended major fights with Everlast staff, and had boxers Sugar Ray Leonard and Shane Mosley become spokesmen for the brand. Everlast also started donating equipment, including props for the 2001 movie, "Ali." Horowitz set up sponsorship deals with HBO and ESPN; he died in 2005.
In 2007, Brands Holdings bought Everlast Worldwide Inc. The company continues to be profitable with a family atmosphere and renewed reputation for high quality product.
Tags: Active Apparel, boxing equipment, Everlast name, Everlast Worldwide, Golomb died