What is Everlast’s Powerlock technology?

Although I believe that Everlast makes some truly bad gear, I’m not an inveterate Everlast hater. I like the Everlast logo. I like the faux old-school aesthetics of its marketing campaigns. I like the look or style of many of its gloves and other items of equipment and apparel, not least the awesome white trunks famously worn by Ali. And I would really, really, really like to get my hands on (or in) a pair of Everlast MXs.

Two things I can’t afford

I don’t have enough spare cash for that, however. So I recently bought myself a pair of 16oz synthetic Powerlock gloves. This popular model has been an object of curiosity to me for a long time. They’re good-looking gloves featuring Everlast’s vaunted “Powerlock technology”. They’re also much cheaper than the leather Powerlock Pros (roughly half the price in Australia), despite the apparently identical padding, structure, and stitching.

Two things I can afford

I’ve put in some serious rounds with my Powerlocks, but I’ll reserve my overall judgement on them for my upcoming review.

In the meantime, I’d like to raise something I’ve been wondering about ever since I first forced myself to sit through the torture of Fit2Box’s abominable YouTube review of the Powerlock Pros. In his typical gushing fashion, Fit2Box points to the Powerlock logo and tells us that the Powerlock technology is “actually one of the design features” of the gloves, while failing to provide one iota of explanation of its nature and function. Yet that technology is surely one of the things of most interest to potential buyers of Powerlock gloves.

Everlast is almost – almost – as impressed by its own technological marvel as Fit2Box. After developing it in a secret lab in the sewers of the Bronx, the company bestowed upon it the imposing title of “Powerlock” (which should only ever be uttered in a husky American bass-baritone) and implemented it in several costlier models of glove. It goes without saying that the Powerlock technology is now the “Choice of Champions”. Of course, champions choose it because they’re paid to do so, whereas we choose it because we hope it actually means something.

Entrance to Everlast’s top secret lab in the Bronx

Very slightly to its credit, Everlast provides a bit more information about the Powerlock technology than Fit2Box and most other shill-like online gear reviewers bother to provide to their hapless audiences. Everlast says that the training model

Features Powerlock technology, an ergonomic layered foam construction that guides your hand into a natural fist position.

Similarly, it says that the fight model

Features Powerlock technology, a defined anatomical foam construction that guides your hand into a natural fist position.

In both cases, Everlast goes on to add that

Compact glove design allows for superior fist closure providing a balance of speed, comfort, and protection while delivering a powerful punch.

As far as I can determine, no one in the whole of human history has publicly written or uttered anything more informative about the Powerlock technology than those three sentences. Everlast gives champions millions of dollars on which to base their “choice”. It gives us three meagre sentences (two of which mean pretty much the same thing).

But Everlast’s three sentences both say too little and too much.

They say too little because they’re substantially indistinguishable from the sentences used by almost every other gear company to market their training gloves nowadays. There’s nothing in them to suggest that the Powerlock technology is in any way special or different compared to the foam padding used in similar mid-range training gloves.

On the other hand, the sentences say too much because they’re really a kind of confession, the kind which issues from the mouths and keyboards of marketing hacks who know deep down that they have nothing of significance to say about a product. Put simply, not even Everlast itself knows what makes the Powerlock technology special or different.

The marketing bunkum of Everlast and the like is a black mental mist enveloping the boxing gear industry. You can get a good sense for just how dark the darkness really is by contrasting Everlast with one of the few candles.

So consider the Japanese company Winning. Its MS-series gloves are widely acknowledged to be (or to rank among) the best training gloves in the world. What does Winning say about them? Almost nothing, other than that they’re good quality leather gloves. No phony technical terms, no quasi-scientific mumbo jumbo, no empty slogans. The proof of the gloves is not in the words, but in the punching.

Two things I could afford once before

Are you able to enlighten the world about Everlast’s Powerlock technology? Share your wisdom in the comments below!

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Posted by ScepticalBoxer

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