News // 6 News by Anton Watts

featured by Severin Wendeler : Greatness is Within at Everlast - the spot by Anton WATTS c/o SEVERIN WENDELER

EVERLAST is among the world market leaders when it comes to authentic boxing, MMA, fitness equipment, apparel, footwear as well as the corresponding accessories. The minimalist spot for EVERLAST was filmed by Anton WATTS c/o SEVERIN WENDELER. Everlast, based in Manhattan, sells its products today in more than 75 countries on six continents.





About – The name Everlast is synonymous with boxing, although the company started out as a swimwear manufacturer in the Bronx in 1910. Seventeen-year-old Jacob Golomb, the son of a tailor and an avid swimmer, was dissatisfied with swimsuits of the time that barely lasted a season and began making suits that he guaranteed would last for a full year. He proudly gave them the name EVERLAST, and although the swimsuits did not last throughout history, the name did.



Over the subsequent years, Golomb transformed his company into a small retail store that carried a full line of sports equipment. In 1917, a young fighter named Jack Dempsey introduced boxing to Golomb and Everlast. Dempsey asked Golomb to construct protective headgear that would last more than 15 rounds of intensive training. Golomb specially designed the training gear for Dempsey. In 1919, Dempsey won the world's heavyweight championship wearing boxing gloves made for him by Golomb. Everlast became the go-to supplier of boxing equipment throughout the world. GoSee:
everlast.com

20.11.2019 // show complete article

 
Anton Watts : photographs the 'Luxury Should Be Lived In' campaign for INFINITI and the agency Crispin Porter Bogusk

“For some, luxury is a status symbol. It’s something you keep pristine, untouched, separate from real life. For us, luxury means so much more. It inspires us to embrace who we are, to appreciate the little things, to pursue our wildest dreams. From the vehicles we design, to the roads we travel down, it’s at the heart of what we do. Because luxury should be real. Luxury should be enjoyed. Luxury should be lived in.” INFINITI.



The “Luxury Should Be Lived In Campaign” was photographed for INFINITI by Anton WATTS for the agency Crispin Porter Bogusky with the Q50S in the lead role.



“Four different cars, four different 'days in the life of' stories, each with talent, together with eight supporting videos for social, soon to be released.” Anton Watts tells GoSee excitedly. To produce the campaign, Anton and his team took it to New York City, Montauk and Los Angeles. GoSee : infiniti.ca

04.11.2019 // show complete article