The pivot to fight sports came in 1917, after a young Jack Dempsey asked for headgear that could survive more than 15 rounds. Everlast went on to outfit Roberto Durán, Joe Frazier, Marvin Hagler, Sugar Ray Leonard and — above all — Muhammad Ali, becoming the most recognizable boxing brand in the world.
Today an American sports-equipment company focused on boxing, MMA and fitness, Everlast makes gloves, protective gear, punching bags and rings, plus a clothing and footwear line. Boxing equipment is made in Moberly, Missouri; in 2007 the British retailer Frasers Group acquired Everlast Worldwide, later launching the Everlast Gyms chain.