Everlast's 'Be First' Campaign Features Boxer Patricio Manuel
Grace Mahas — October 11, 2019 — Social Good
Everlast -- a leader in providing authentic boxing, MMA and fitness related sporting products -- recently set itself apart with the launch of its new 'Be First' campaign that features transgender professional boxer, Patricio Manuel. The campaign includes a commercial by Patricio who discusses his journey of introspection through boxing and highlights the hardships of choosing to "live your truth."
The Be First campaign challenges social norms and speaks to the importance of being your true authentic self. The video ends with Patricio stating: "I am the first professional male boxer who is transgender. I may be the first, but I'm not the last." By encouraging catalyzation -- the role of accelerating the personal development of consumers -- Everlast is increasing its' brand identity and consumer loyalty.
The Be First campaign challenges social norms and speaks to the importance of being your true authentic self. The video ends with Patricio stating: "I am the first professional male boxer who is transgender. I may be the first, but I'm not the last." By encouraging catalyzation -- the role of accelerating the personal development of consumers -- Everlast is increasing its' brand identity and consumer loyalty.
Trend Themes
1. Authentic Self-expression - The trend of embracing and celebrating individuality and personal authenticity is disrupting traditional notions of identity and encouraging brands to support diverse narratives.
2. Challenging Social Norms - Disruptive brands are using advertising campaigns that challenge societal expectations and promote inclusivity to appeal to a broader and more diverse consumer base.
3. Catalyzing Personal Development - Brands that actively facilitate personal growth and empowerment among their consumers are gaining loyalty and recognition as leaders in their industries.
Industry Implications
1. Sporting Goods - The sporting goods industry can embrace the trend of authentic self-expression by featuring diverse athletes and supporting inclusive narratives. This can attract a wider customer base and increase brand loyalty.
2. Advertising and Marketing - Advertising and marketing agencies have an opportunity to challenge social norms and create innovative campaigns that promote inclusivity and diversity, helping their clients stand out in the competitive market.
3. Transgender Rights Activism - Transgender rights activism can leverage the trend of catalyzing personal development by highlighting stories of resilience and perseverance, inspiring others to embrace their true selves and advocate for inclusivity.
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