Everlast Worldwide Inc, the manufacturer, marketer and licensor of sporting goods and apparel under the Everlast brand name, has signed a new licensing agreement with Lebanon-based BCL Trading/Trade International SAL.

Based near Beirut, BCL Trading is one of Lebanon's premier marketers of sporting goods and apparel and will serve as the Everlast licensee for men's, women's and children's activewear as well as for accessories such as hats and socks.

According to the company, Lebanon is an ideal Everlast market since it possesses highly attractive demographics. For example, 37.5 per cent of the population falls between the ages of 0-20 and 32.6 per cent falls within the 21-to-40 year-old age bracket. About 30 per cent of the population consists of students.

George Q Horowitz, chairman and CEO of Everlast Worldwide Inc, said: "Everlast is an internationally renowned brand. The consumer awareness of the brand is far greater than its availability in international markets, which creates tremendous opportunities for us. It is our goal to make Everlast a true global brand by capitalising on that consumer awareness.

"This agreement with BCL Trading follows our recently announced deal with Playcorp to penetrate the Australian market. We will continue to open new overseas markets in the coming months."