EVERLAST - Brands Inc

Nicola Adams x Everlast

Michele Lamy – one of the worlds most radical creatives took up
residence in The Corner Shop at Selfridges London creating a boxing themed makeover.

“Boxing is fascinating…more than a sport, it’s a state of mind.
It’s the noble art” – Michele Lamy

The Results

Everlast, the worlds biggest boxing brand, brought authentic boxing wear and some very special collaborations to the spectacular event including the Everlast x Supreme capsule and a unique range in collaboration with two-time Olympian Nicola Adams featuring a range of apparel. A number of lines were sold out on the first day of trading and the addition of a boxing ring in store and the film and social media produced by BLUP meant that this was one of the most successful projects that Selfridges have delivered.