Reebok Partners With Mma Brand UFC

03 Dec 2014 | tshego

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Global fitness brand Reebok has announced a long-term partnership with mixed martial arts organisation UFC.

The deal will see Reebok become the exclusive authentic global outfitter of UFC, creating the UFC ‘Fight Week gear’ and a ‘Fight Night kit’ for all UFC athletes as well as becoming the apparel provider for millions of UFC fans globally.

The Reebok and UFC alliance also has a charitable component with a percentage of sales from Reebok and UFC product directly benefiting international NGO Fight for Peace in 2015. Fight for Peace uses boxing and martial arts, combined with education and personal development, to realise the potential of young people in communities that suffer from crime and violence.

Earier this month Reebok announced a long-term partnership with Fight for Peace, which was founded in 2000 by Luke Dowdney MBE, a former amateur boxer and British light-middleweight Universities champion, as well as the acquisition of LUTA Sportswear, a boxing and MMA brand, also founded by Dowdney.

‘This partnership is much more than a licensing agreement,’ said 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, particularly those at risk of being involved in crime and violence.’

Lorenzo Fertitta, UFC chairman and chief executive officer added: ‘Together with Reebok we are changing the landscape of MMA. 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 professionalising the events and the sport. Every UFC athlete will benefit from high quality performance apparel specifically developed, tested and produced for MMA athletes. 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.’

The Reebok/UFC apparel line will be developed in conjunction with UFC and its athletes, including current Reebok athletes UFC Welterweight Champion Johny Hendricks and UFC Lightweight Champion Anthony Pettis. In addition, UFC athletes will be helping Reebok to develop a new fight training-specific apparel collection.