Reebok enters into long-term partnership with UFC

Reebok has partnered with mixed martial arts organisation UFC in a deal that will see the sports brand become the exclusive outfitter of the sport and create UFC ‘Fight Week gear’ and a ‘Fight Night kit’ for UFC athletes.

In addition to benefitting athletes and fans the partnership also has a charitable component with a percentage of sales from the products going to Fight for Peace, an international NGO that uses boxing and martial arts, combined with education and personal development, to help young people reach their potential.

Matt O’Toole, president of Reebok, said the partnership was “much more than a licensing agreement” and deemed it a “true collaboration between two great brands”.

Lorenzo Fertitta, UFC chairman and chief executive officer, commented: “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.”

Fight for Peace founder Luke Dowdney added that the deal was “incredibly exciting for Fight for Peace and its future…Reebok entering into this long-term deal with the UFC will magnify the positive impale and reach of this partnership.”

“Today’s announcement between Reebok and the UFC will help us continue to build international awareness for the Fight for Peace mission, allowing us to reach even more at risk young people globally,” he said.

The Reebok/UFC apparel line, which includes the ‘Fight Week gear’ and ‘Fight Night kit’ will be developed in conjunction with UFC and its athletes with a fight training-specific apparel collection also in development.

Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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