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.