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Everlast to Celebrate 100-Year Anniversary Through Licensing Agreement With Muhammad Ali Enterprises

New York, NY – Everlast, home to the greatest boxing champions of all time, recently announced a worldwide licensing agreement with Muhammad Ali Enterprises LLC, timed to Everlast's centennial anniversary in 2010 and the 50th anniversary of Muhammad Ali's Olympic gold medal performance. The licensing agreement will center on the introduction of "The Muhammad Ali(TM) Collection," a dedicated boxing equipment product line honoring the life and times of the iconic boxer..

"As we look forward to celebrating the 100th anniversary of Everlast, there is no better athlete to partner with than Muhammad Ali. His grit, courage, determination and commitment to being a champion is the embodiment of everything that Everlast stands for," said Neil Morton, CEO of Everlast. "From the 'Rumble in the Jungle' to the 'Thrilla in Manilla' to his first round knock-out of Sonny Liston, it remains a tremendous source of pride within our company that Ali wore Everlast during the proudest moments of his career."

"As Muhammad marks the 50th anniversary of his Olympic triumph, it makes perfect sense that he should celebrate this historic moment with Everlast, which was with him from the beginning of his storied career," said Ronald A. DiNicola, president and CEO of Muhammad Ali Enterprises LLC.

Added Adam Geisler, president of Everlast, "The Muhammad Ali(TM) Collection will provide boxing enthusiasts with an opportunity to own reproductions of the vintage accessories and equipment worn by the 'Greatest of All Time' during some of the sport's finest moments."

Available in retail stores in Fall 2009, the Muhammad Ali(TM) Collection will target boxing fans, fitness enthusiasts and aspirational fighters. The collection will feature co-branded boxing equipment, including heavy bags, gloves, professional-grade trunks and robes, as well as fitness gear and other numerous boxing accessories.

About Everlast Worldwide, Inc.

The preeminent brand in boxing since 1910, Everlast is a global leader in the design, manufacturing, licensing and marketing of authentic boxing, mixed martial arts and fitness related sporting goods equipment, apparel, footwear, and accessories. From heavyweight champion Jack Dempsey and middleweight legend Sugar Ray Robinson to the undisputed middleweight champion Jermain Taylor and UFC heavyweight champion Randy Couture, Everlast is the brand of choice for generations of world champion professional athletes. Built on a brand heritage of authenticity and individuality, Everlast is a necessary part of the lives of countless athletes and fitness enthusiasts who train, compete and live an active lifestyle. Based in Manhattan, Everlast's products are sold across more than 75 countries and 6 continents. Everlast is a wholly owned subsidiary of Brands Holdings Limited, a global company and manager of worldwide sporting goods and apparel brands. For more information, visit www.everlast.com.

About Muhammad Ali Enterprises LLC

Muhammad Ali Enterprises LLC ("MAE") is a California limited liability company. MAE is aggressively involved in a worldwide licensing program, merchandising, television, film, video and Internet projects. For more information on MAE, visit www.Ali.com. MAE is a subsidiary of CKX, Inc., a publicly traded company listed on the NASDAQ National Market® under the ticker symbol "CKXE." Also visit www.ckx.com.

Article posted on 17.03.2009



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