Everlast, the brand of choice for generations of world champion athletes, today proudly welcomes former world champion Liam ‘Beefy’ Smith as its latest brand partner.

Having operated at the highest level for close to a decade, Smith is one of the biggest names in British boxing and is widely-regarded as one of the best 154lb fighters in recent memory.

The Liverpool star returns to action in a huge fight on Saturday, as he looks to move one step closer to another world title shot when he travels to Russia to take on undefeated Magomed Kurbanov for the vacant WBO International super-welterweight title.

Smith became world champion back in 2015, and made several successful defences of his belt, with his massive knockout power on display in that period as he picked up eight straight stoppage victories.

In 2016, he shared the ring with boxing superstar Saul ‘Canelo’ Alvarez, with over 50,000 fans in attendance to see the two men do battle at the AT&T Stadium in Texas.

Liam is part of the proud Smith family, who have gone down in British boxing history as having four brothers all become British champions during their respective careers, an achievement that is unlikely to ever be repeated.

He joins Everlast’s existing stable of elite athletes including Josh Taylor, Conor Benn, Lee McGregor, Craig Richards, Ramla Ali and Natasha Jonas. Together, the #TeamEverlast fighters seek to inspire the fight in us all.

In signing his long-term partnership with the premier fight sports and fitness brand, Smith will use Everlast equipment and wear the new Greatness sportswear range. Battle-tested in one of the toughest athletic environments, Everlast products have been imagined by a hundred years in the gym, designed and engineered to empower your best self.

A brand that champions brave individuality, Smith exemplifies Everlast’s values of authenticity and dedication, approaching everything in life with the tenacity and perseverance required to succeed.

Commenting on the partnership, Smith said: “Everlast has been the biggest brand in boxing for over 100 years. To be associated with the same team that fighters like Muhammad Ali, Sugar Ray Leonard and Marvin Hagler were a part of is a huge honour.

“Having Everlast on board ahead of this weekend’s fight in Russia has been a massive boost, and I’m confident this will be the start of a long and successful partnership that leads to me once again becoming world champion. You never lose until you actually give up. Keep pushing.”

Chris Zoller, Everlast’s VP of Marketing and Product Development, added: “We are proud to be welcoming Liam to Team Everlast today. He has been one of the biggest names in the sport for nearly 10 years, and he possesses everything that we look for in an athlete.

“Liam has ambitions to once again become world champion, and we are delighted to be supporting him in his journey to reach that goal.”

Smith made his professional debut back in 2008, and quickly became a firm fan favourite among the Liverpool faithful.

His first major title came in 2012 when he won the Commonwealth super-welterweight title with a victory over Steve O’Meara, before adding the British title less than a year later by defeating Erick Ochieng.

Smith also holds wins over the likes of Liam Williams, Roberto Garcia, Sam Eggington and John Thompson during his impressive career, perfectly embodying Everlast’s vision of unleashing strength and determination in every individual.

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