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Everlast Secures DTR Deal with Sears Holdings

Sports and fitness manufacturer Everlast Worldwide has granted Sears Holdings the exclusive U.S. rights to the Everlast brand for distribution in Sears and Kmart stores and online.The long-term deal grants Sears and Kmart the rights to the Everlast brand

Sports and fitness manufacturer Everlast Worldwide has granted Sears Holdings the exclusive U.S. rights to the Everlast brand for distribution in Sears and Kmart stores and online.

The long-term deal grants Sears and Kmart the rights to the Everlast brand for apparel, footwear and accessories for men, women and kids. The retailers are expected to launch the brand in spring 2011.

"We are pleased to be working with a global, iconic fitness brand like Everlast," says John Goodman, executive vice president for apparel and home at Sears Holdings. "With this agreement, we will add an authentic fitness brand to our Sears and Kmart stores, offering quality apparel and footwear to our customers from a brand they know and trust. We are committed to providing our customers the best brands at a great value, and our agreement with Everlast allows us to bring them one of the premier authentic athletic brands on the market today."

Everlast's wholesale and licensed boxing, mixed martial arts and fitness equipment businesses will continue to be sold at sporting goods and sports specialty retailers in the U.S.

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