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Even though culture’s gender barriers are breaking down (very, very slowly) there are still lingering signs that people aren’t taking women seriously. Case in point: when a woman performs in a male-dominated space, like boxing, they are given a qualifier: “female boxer.” Which is a load of crap. That’s the credo of the newest spot from iconic boxing equipment maker Everlast, which was developed by Toronto-based production house Steam Films and is being used in a global online campaign. In it, a young aspiring boxer shows and tells you all of the hard work and dedication she puts into her craft and the dreams for success she has, punctuated by images of those that are currently punching through those barriers and clearing a path, Pan Am and Commonwealth Games medalist Mandy Bujold and six-time world champion Lisa “Bad News” Brown.

Credits:

Brand: Everlast
Production Company: Steam Films
Director: Claire Edmondson
Cinematographer: Catherine Lutes
Executive Producer: Carling Acthim
Producer: Jason Aita
Art Director: Erika Lobko
Wardrobe: Basia Wyszynski
Edit: Married To Giants
Editor: Michael Durst
Executive Producer: Denise Shearer
Online Artist: Trevor Corrigan
Online Assistant: Preeti Torul
Transfer: Alter Ego Post
Colourist: Tricia Hagoriles
Producer: Jane Garrah
Music & Sound: Apollo Studios