Soon after a week of finalizing the acquisition of the UK-based boxing and martial arts brand LUTA, the American athleticwear manufacturer Reebok International has signed a new partnership deal with the international mixed martial arts organization Ultimate Fighting Championship (UFC).
Under the six-year-long alliance deal, the activewear specialist will not only be the exclusive authentic global outfitter of the UFC athletes but also the official manufacturer of clothing for the UFC fans across the world.
Commenting on the partnership, the president of Reebok, Matt O'Toole, says, “This partnership is much more than a licensing agreement. 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.”
“This partnership not only further cements Reebok as one of the leading fitness brands in the industry, it will also help us reach a wider audience and become the brand of choice for the more than 35 million consumers worldwide who use disciplines like boxing, kickboxing and mixed martial arts to live a fit lifestyle,” he explains further.
Lorenzo Fertitta, the UFC chairman and CEO also stated, “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 professionalizing 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,” he adds.
The Reebok/UFC apparel line will include the ‘Fight Week gear,’ ‘Fight Night kit,’ a special fight training-specific apparel collection and the UFC fan gear. The pieces 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.
The partnership will benefit Fight for Peace, a non-profit organization which aims to provide an alternative to armed violence and drug trafficking. Launched by the London-based LUTA’s founder Luke Dowdney in Rio de Janeiro in 2000, the organization combines boxing and martial arts with education and personal development to help more than 100,000 young people in communities affected by crime and violence.
Headquartered in Canton, Massachusetts, Reebok is the worldwide designer, marketer and distributor of fitness and lifestyle apparels, accessories and equipment. A subsidiary of the Adidas Group, the American-inspired label operates under multiple divisions including Reebok-CCM Hockey and the Sports Licensed Division.
Established in 1993, the US-based UFC showcases nine weight divisions and enforces the Unified Rules of Mixed Martial Arts. The organization produces events worldwide. (PB)
