As Everlast reaches its 100 year anniversary in 2010, the leader in pro and amateur boxing gloves plans to continue to serve as the premier brand in the boxing arena. In September 2009, Everlast will launch three new types of fight gloves (The MX, 1910, and Protex 3), marking the first time in history that Everlast will be providing fighters with a choice of fight gloves. “Choose your Weapon” is a marketing and product campaign that encourages boxers to explore their fight glove options in order to select the right glove that compliments their individual fighting style and physical attributes. This video is a look through the fighters’ eyes on the perception of their hands, as well as the emotional and physical requirements that go into selecting right fight gloves. The fighters’ view is complimented by insight on the design origin, construction, and performance characteristics of each glove by the Everlast product Team. No other brand on the market offers the fighter a choice, and thus it is imperative as the market leader in product and innovation that Everlast remain the Choice of Champions.