Boxing for Fitness
The Opportunity //
For years, Everlast was the only brand associated with the boxing world. They were the undisputed champ. But, Mitch Carlin, Founder of SBS Consulting, recognized an opportunity to take the title, and re-create how boxing gear was produced and sold. And with that, TKO stepped into the ring.
The Approach //
Armed with his vision, Mitch founded TKO and set out to make TKO a market disruptor and nothing less. The first step was to make TKO stand out from Everlast. Every aspect of the TKO brand needed to demonstrate our gear and products as a superior choice to Everlast from packaging to design and messaging.
We heavily emphasized the health and lifestyle benefits of boxing. In other words, boxing isn’t just for boxers anymore.
We changed the TKO color scheme to distance and distinguish the brand from Everlast’s eye-popping red. The TKO design catered to personal fitness and home gyms by selecting a more neutral color range of : black & white elegant design that appealed to both men and women. We delivered the TKO message (boxing for health and fitness) to major health, lifestyle, and fitness magazines (G.Q., Men’s Health, Shape, TV etc.)
We even had TKO gloves featured consistently as background props on the popular sitcoms, F.R.I.E.N.D.S and King of Queens, the price is right and more.
The Results //
Mitch’s industry expertise, vision, and ability to recognize a new product opportunity put TKO on top. In just a five year period, TKO took 50% of the market share and became a top contender in the arena for health and wellness boxing products.
