Since acquiring the TapouT mixed martial arts (MMA) brand in 2010, Authentic Brands Group has expanded the property into a wide range of new categories from fitness videos to socks, and worked with partners worldwide to expand the brand globally.From its roots as a t-shirt company, TapouT now has a range of product extensions including socks from Planet Sox and an upcoming watch line from Milano Brands.
“Interacting with TapouT athletes and MMA fans has made me realize the emotional connection between consumers and the brand,” says Gary Rottman, chief executive officer, Milano Brands. “We are extremely excited to launch our line of TapouT watches and cater to TapouT’s passionate following.”
Earlier this year, the brand also partnered with MMA champions to branch out into the fitness category with the launch of the TapouT XT home fitness program, currently the No. 3 home fitness program in the world.
ABG has also worked with global licensees, including Panworld Brands and LM Europe, to expand the brand’s reach.
“The sport of mixed martial arts is exploding internationally and TapouT is the brand of choice among fans,” says Conny Engman, president, LM Europe.
Mixed Martial Arts (MMA) is a full-contact combat sport, most popularly seen in the U.S. in the Ultimate Fighting Championship.