# Boxing Glove Cars Everlasts' Big Punch Championed Women Who Are Verbally Abused on the Roads By Laura McQuarrie | Published 2014-07-11 | Autos Source: Trend Hunter, https://www.trendhunter.com/trends/big-punch References: [creativeguerrillamarketing](http://www.creativeguerrillamarketing.com/guerrilla-marketing/everlast-defends-female-drivers-unique-boxing-glove-car/) & [everlast](http://www.everlast.com/map) The Big Punch by [Everlast](https://www.trendhunter.com/trends/premium-boxing-training-equipment) 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](https://www.trendhunter.com/trends/o-positiv-health) to show that the [boxing glove brand](https://www.trendhunter.com/trends/womens-motorsport) 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. ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 14% | Activity: 55% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos) ## Key Themes ### Why This Trend Is Growing - **Female Empowerment Campaigns:** The success of Everlast's female-empowering campaign in Peru showcases the need for more brands to embrace the empowerment of women. - **Interactive Advertising Campaigns:** Everlast's Big Punch campaign shows the potential of interactive advertising campaigns to engage audiences and increase brand awareness. - **Socially Conscious Branding:** The social consciousness of the Everlast brand, as seen in their Big Punch campaign, highlights the growing importance of socially conscious branding for businesses. ### Industries Being Reshaped - **Automotive Industry:** The development of the boxing glove-shaped car for Everlast's Big Punch campaign demonstrates the potential for innovative designs in the automotive industry. - **Sporting Goods Industry:** The success of the female-empowering campaign by Everlast showcases the opportunities for sporting goods companies to support social causes and empowerment. - **Advertising Industry:** The interactive nature of Everlast's Big Punch campaign highlights the potential for creative and engaging advertising strategies that reach audiences in new and innovative ways. ## Related on Trend Hunter - [Women-Centric Boxing Gear](https://www.trendhunter.com/trends/tussle-gear.md) - [Changemaker Automotive Campaigns](https://www.trendhunter.com/trends/ford-explorer-mens-only-edition.md) - [Hands-Free Driving Campaigns](https://www.trendhunter.com/trends/passenger-princess.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Boxing-Inspired Measuring Tools Campaigns](https://www.trendhunter.com/trends/bosch-power-toolsboschpowertoolshaspremieredanewmarketingcampaigntitled.md) - [Young Boxer-Collaborative Campaigns](https://www.trendhunter.com/trends/fran-hennessy.md) - [Honest Female Athlete Campaigns](https://www.trendhunter.com/trends/hillberg-berk1.md) - [Body-Positive Brand Campaigns](https://www.trendhunter.com/trends/doves-super-bowl-ad.md) - [Female-Focused Sports Initiatives](https://www.trendhunter.com/trends/led-basketball-court.md)