Sucker Punch is a speculative campaign concept developed for Everlast.

The project reimagines traditional boxing aesthetics through contrast, introducing softness into a hyper-masculine space. The garments were developed in collaboration with WRATH + LOVE and Fashion Warrior, a Chicago-based tailor.

Shot inside a fully operational automotive shop on the northwest side of Chicago, the environment reinforces the tension between grit and refinement. The punching bag is suspended from an engine hoist, grounding the campaign in a raw, industrial setting while elevating the overall visual impact.

This project reflects our approach to campaign development, where concept, environment, and styling work together to create something both visually striking and culturally relevant.