Reebok pulls no punches with UFC partnership as champions Jon Jones and Ronda Rousey join brand roster

Reebok has partnered with mixed martial artists Jon Jones and Ronda Rousey as it looks to strengthen its position in the sports industry.

The brand will associate and collaborate with the athletes, both of whom are Ultimate Fighting Championship World Champions, in a move which will see Reebok attached to the sport which is rising in prominence.

Jones, the UFC Light Heavyweight Champion, and Rousey, the UFC Women’s Bantamweight Champion will work closely with Reebok to help develop and launch the brand’s new range of UFC apparel and footwear.

Matt O’Toole, president of Reebok, said: “Not only are Ronda and Jon admired by millions of UFC fans, but they also are among the fittest, most disciplined athletes in the world, and an inspiration to the millions of people around the globe who train like fighters.

“We’re looking forward to working with each of them and tapping into their insight and expertise to create world-class training products and fight gear.”

Jones said: “Reebok is working with UFC to take the sport to the next level. It’s going to be an amazing journey and I’m incredibly proud to be a part of it. The brand has a great history in fitness and training, and… the input of the fighters is going to drive the product innovation, which will ensure all athletes, whether they are fighting for a world championship or just to be fit, will have the very best gear.”

Rousey added: “From the very beginning, it was clear to me that Reebok is passionately invested in our sport and its athletes. The team is committed to helping push our sport forward and I am proud to be part of it. Reebok understands what tough fitness means for women and what women need for their fitness lifestyle.”

Jones and Rousey join UFC Lightweight Champion Anthony Pettis and former UFC Welterweight Champion Johny Hendricks as part of Reebok’s growing roster of UFC athletes.

This comes after Reebok, earlier this month, announced that it will be the global outfitter of the UFC in 2015.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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