• by Sarah Mahoney  @mahoney_sarah, December 20, 2010

Everlast, a 100-year-old brand best known for its boxing prowess, has signed a long-term licensing deal with Sears Holdings, for apparel, footwear and accessories for men, women and kids. The Everlast line will be available in Sears, while Everlast Sport will be sold in the company's Kmart stores. (The brands will also be available online.) The lines are scheduled to go on sale next year, and be supported with national advertising, as well as social media and sports marketing efforts.

The deal comes at a time when Everlast is expanding its reach in the U.S., Neil Morton, CEO, tells Marketing Daily. The brand's growth has been driven in part by the explosion of mixed martial arts fighting, and leagues like UFC. "Everlast's heritage is a fight sports brand, and we produce the best equipment you can train with. We have worked very hard not to be just a boxing brand."