In house Influencer Strategy- Everlast

The Challenge:

After four influencer campaigns managed through an outside agency, we identified key wins (expanded reach and new audiences) — but also creative limitations. The talent and content didn’t fully align with our brand vision, and the campaign timing didn’t always match up with our product launches or athlete activations.

The Pivot

I spear headed the initiative to bring influencer marketing in-house. This allowed us to:

  • Gain full control over creative direction and posting schedules

  • Launch wave-based campaigns around key drops, events, and seasonal pushes

  • Build a curated network of influencers aligned with our target demos — especially Gen Z and women

How We Did It

Recruitment & Briefing

  • Recruited primarily micro (0–75K) and mid-tier (75K–300K) influencers

  • Prioritized creators with strong engagement + Gen Z reach

  • Built clear, detailed briefs that outlined do’s/don’ts, usage rights, deliverables, and creative inspiration

  • Allowed room for creator personality so the content felt organic

Compensation Strategy

  • Led with a gifting-first approach (product-for-content)

  • Negotiated payment only when necessary, often reviewing rate cards and assessing value

  • Managed deliverables and payments through streamlined systems like Monday.com

Usage Rights

  • All influencer content included evergreen, global usage rights

  • Created a UGC library that could be repurposed across paid ads, product pages, and brand socials

 

Results

  • Drove increased traffic to Everlast’s website and social channels

  • Expanded our reach within younger and female demographics

  • Developed long-term relationships with influencers for ongoing activations

  • Created a repeatable, scalable model for influencer marketing across the brand