Reebok has signed on as the first-ever exclusive global outfitter of the mixed martial arts organization UFC.
Under the long-term deal, Reebok will create, for the first time ever, UFC Fight Week gear and a Fight Night kit for all UFC athletes. Reebok will also be the apparel provider for UFC fan gear worldwide.
The Reebok/UFC merchandise will be developed in conjunction with UFC and its athletes. UFC athletes will also help Reebok develop a new fight training-specific apparel collection.
“Together with Reebok we are changing the landscape of MMA,” says Lorenzo Fertitta, chairman and chief executive officer, UFC. “Working with another global brand with such a strong history in training and fitness will deliver long-term value for UFC athletes and their brands by elevating and further professionalizing the events and the sport. Never before has the sport had a global athletic footwear and apparel brand committed to investing so much in the research and development of products specifically for MMA.”
In addition to benefiting UFC athletes and fans, a percentage of 2015 sales from the product line will benefit Fight for Peace, an international charity that uses boxing and martial arts to realize the potential of young people in communities that suffer from crime and violence.
“This partnership is much more than a licensing agreement,” says Matt O’Toole, president, Reebok. “It is a true collaboration between two great brands, which will not only give UFC a new and exciting look, but will harness the global reach of both brands to also benefit young people around the world. Not only is mixed martial arts one of the fastest-growing sports in the world, it is also one of the most challenging in terms of the dedication to training, overall fitness level and mental and physical toughness required."