Everlast Ali

EVERLAST ALI

We spearheaded Everlast’s “Gonna Dance” campaign end-to-end – from brand strategy and concept through creative direction and full production. The campaign wove boxing’s past and present together through a visceral, poetic lens, with a concept rooted in Muhammad Ali’s iconic declaration: “I don’t have to be what you want me to be. I’m free to be what I want.” Steeped in the gritty energy of New York City’s boxing culture, the work juxtaposed Ali’s image and words with the raw training of present-day champions Terence “Bud” Crawford and Alycia Baumgardner. The result is a campaign that honors boxing’s legacy while rendering it contemporary and human – more artful portrait than advertisement

CLIENT: Everlast
ROLE: Creative Director
STUDIO: Doubleday & Cartwright

Brooklyn, NY
peter.christofferson@gmail.com
@petechristofferson

© 2025 Peter Christofferson