The Big Punch by Everlast is a campaign that responds to the amount of verbal abuse that female drivers get in Peru, just for being female. Everlast devised a women-empowering campaign to show that the boxing glove brand would not go down without a fight.
To really show girl power, a boxing glove-shaped car was developed by a team of all women. It was sent out onto the roads with Olympian Natalia Málaga behind the wheel—she's known to be a little bit temperamental. Female drivers who experienced abuse on the roads could send the licence plate with a location for Málaga to track down. In the boxing glove car, she'd give the rude drivers a punch by bumping into the back of their cars, giving them a taste of their own medicine.