Everlast Worldwide Inc. has partnered with the Breast Cancer Research Foundation to champion a critical fundraising effort for cancer research and prevention around the world. The BCRF is an independent not-for-profit 501(c)(3) organization founded by Evelyn H. Lauder in 1993 that is dedicated to preventing breast cancer and finding a cure in our lifetime by funding clinical and genetic research worldwide. Everlast will donate to the BCRF 5% from the sale of every pair of its pink boxing gloves sold through sporting goods retailers and on-line retailers across the country.
Seth Horowitz, Chairman, President and CEO of Everlast Worldwide Inc., said, “Since our earliest days as a licensee of women’s activewear, we have continually supported breast cancer research and awareness. This new effort in conjunction with BCRF combines our interest in these causes and will result in greater awareness for both while spurring financial contributions. Breast cancer is a disease that affects so many, and the Everlast family is committed to doing our part to raise funds and increase public awareness. This is an example of our ongoing support of philanthropic activities, which have included PE4LIFE and the American Heart Association.”
To support this initiative, Everlast will launch a full-scale cause-related marketing campaign to increase the awareness and funding of breast cancer research, with ramped up efforts focused on National Breast Cancer Awareness month in October. The campaign will involve partnerships with major sporting goods retailers, women’s health fitness centers, athletes and print advertising.
Everlast will also develop an interactive on-line initiative through its Web site as a meeting place to gain awareness about breast cancer, find inspiring stories from other breast cancer survivors and promote BCRF and Everlast’s involvement. Additionally, Everlast will collaborate with Rock and Sock Productions “A Ring of Their Own” on a women’s professional boxing series that will be dedicated to increasing awareness for the cause, with a planned pay-per-view event during National Breast Cancer Awareness Month.
Myra Biblowit, President of the Breast Cancer Research Foundation, said, “Research is advancing at an unprecedented pace, and the investments that BCRF makes are having enormous impact on every continent. We welcome Everlast into our family of partners and look forward to a fruitful partnership. With the support of companies like Everlast, we are making great strides to win.”