Published
October 16, 2026
Everlast Worldwide is back in the Bronx… after over 100 years. Specifically, the Frasers Group-owned brand has rekindled an association with the New York district’s Legends Boxing Academy, founded in 1910.
Everlast
Through the partnership, Everlast will provide annual financial support alongside donations of boxing equipment and apparel, “helping the Academy empower and develop its students through boxing.”
The Academy has moved on from a mission “to use boxing, discipline and mentorship to develop leaders and create positive change in the Bronx.” Now the free academy serves young people aged 12–21, “combining boxing and mentorship with academic support and health and wellness programming to help students build confidence and develop life skills.”
So the partnership “reflects Everlast’s ongoing commitment to grassroots boxing and to the gyms, coaches and athletes helping shape the future of the sport.”
An Everlast spokesperson added: “This partnership brings us back to where it all started. Boxing is a sport with real impact. It gives people something to work towards and teaches lessons that extend beyond the ring. That’s what makes gyms like Bronx Legends so important.”
Executive director of the Academy, Jay Bulger, sad: “Everlast and the Bronx have been intertwined with boxing history for generations, so there couldn’t be a more natural or meaningful partner for what we’re building.”
As an extension of the partnership, Bulger has collaborated with Everlast to create a “raw”, cinematic portrait of the Academy and its students.
“These images aren’t just promotional material, they’re a visual record for our success,” he added.
But of course, they’re hugely important as promotional material. And this kind of ‘authentic’ link-up is just the kind of activity that should boost the brand’s appeal to those interested in boxing-related clothing and accessories.
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