Everlast
Gonna Dance

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.

Crafted in collaboration with the Muhammad Ali Estate, Gonna Dance was framed as a cultural reset for Everlast – a return to the brand’s heritage as the choice of champions, reinvented for a new generation. Every punch, rope-skip, and heavy-bag slam became part of a percussive anthem, with Ali as the front man and the champions’ workout as the backbeat. D&C’s authorship is evident in the campaign’s sharp creative clarity: a singular vision carried from inception to final cut, with no hint of hype or ad-speak. Gonna Dance not only reasserted Everlast’s voice in culture, it also garnered wide acclaim – earning multiple industry honors, including a Silver Clio Sports award and a D&AD Pencil for Editing