Everlast : Stay Ready campaign shifts the boxing narrative away from pre-fight theatrics and bravado, and instead centres on the weight of legacy and the quiet pressure of living up to a name. Launched with a citywide OOH activation, the lead line “The heaviest crown is the one passed down” captures the unique emotional burden placed on both fighters, each the son of a British boxing icon. The creative ambition for this campaign was to reaffirm Everlast’s positioning as the brand for elite boxing and training performance. Anchored by a raw, documentary-style short film featuring music by electronic duo Bicep, the creative strips back the gloss to showcase Conor Benn’s mindset, grit, and relentlessness - even during time away from the ring.