Everlast's 'I'm a Boxer' Ad Aims to Empower Young, Female Athletes

By: Katherine Pendrill - Jul 25, 2016
References: youtube & adweek
In an effort to break down gender barriers in sports, boxing gear company Everlast created an inspiring ad called 'I'm a Boxer' that aims to empower young, female athletes. Created by a Toronto-based filmmaker who was tired of being referred to as a 'female director,' the ad focuses on athletic performance rather than gender.

In the minute-long ad, a young girl is seen practicing her boxing skills and psyching herself up before entering the boxing ring. This footage is interspersed with images of professional boxers Lisa 'Bad News' Brown and Mandy Bujold engaging in an intense match of their own. As director Claire Edmondson explains, the ad encourages young girls to "claim their place in sports" and not let gender barriers discourage them from working towards their goals.

I'm a Boxer demonstrates that brands are increasingly paying attention to female athletes engaging in a wide variety of different sports.