FOR IMMEDIATE RELEASE
Wednesday, May 24, 2017
New York, NY – Everlast Worldwide, the world’s leading manufacturer, marketer and licensor of boxing, MMA and fitness equipment, is proud to endorse the award winning video, Invisible Athlete, by emerging Director Jack Welles from Other NY and his partner on the project, fellow SVA student, Olivia Zorechak.
The video exposes the reality that female athletes receive only 8% of media coverage, compared to their male counterparts. To visualize this disparity, Alicia Ashley, 5 time boxing world champion, is shown for only 8% of the video run time.
Invisible Athlete started as a passion project for two entrepreneurial art students to raise awareness and start a wider conversation about the lack of female athlete representation in sports media. “We saw a significant creative opportunity to disrupt a category that’s become ubiquitous with male dominance,” said Jack Welles, “we wanted to highlight a phenomenal athlete who hasn’t received the attention she deserves solely because of her gender.”
The students pitched the pre-produced project to Everlast’s Director of Marketing and Product Development, Chris Zoller, who quickly endorsed the powerful message,
“I was really honored when Jack and Olivia came to us with this project. We want to share their work because we believe in the powerful message it delivers, and the passion of the two students who created it.”
The new video will be teased out in the days surrounding the CLIO Sports awards ceremony, where it was recognized for winning a silver trophy. Invisible Athlete will also be released across Everlast’s social channels followed by executions across a variety of medium.
The full campaign can be viewed here: https://youtu.be/0C8frfN6gRA.
About Everlast Worldwide Inc.
The preeminent brand in boxing since 1910, Everlast is the world’s leading manufacturer, marketer and licensor of boxing, MMA and fitness equipment. From legendary champions Jack Dempsey and Sugar Ray Robinson to current superstars Benson Henderson and Canelo Alvarez, Everlast is the brand of choice for generations of world champion professional athletes. Built on a brand heritage of strength, dedication, individuality and authenticity, Everlast is a necessary part of the lives of countless champions. Based in Manhattan, Everlast’s products are sold across more than 75 countries and 6 continents. For more information, visit www.everlast.com.
“Invisible Athlete” Campaign Credits:
CLIENT: Everlast Worldwide
CMO: Chris Zoller
Senior Creative Manager: John De Guzman
AGENCY: Other NY
Director: Jack Welles
Cinematographer: Peter Pascucci
Art Director: Olivia Zorechak, Jack Welles
Copywriter: Andrew Hurwitz
Account Strategist: Sophie Buechert
VFX: Michael Clarke
Colourist: Irving Harvey
Composer: Ryan Tutton
Audio Post Facility: Creative Audio Post
Sound Designer: Jacques Boulanger
Audio Post Supervisor: Laura Boctor
Location Recordist: Jacques Boulanger, Gustavo Yepes
Female Boxer: Alicia Ashley
Male Boxer: Maurepaz Auguste