As well as the creation of Fight Week, Fight Night and UFC fan ranges, a percentage of sales from Reebok/UFC product will go to Fight for Peace, an international organisation that uses boxing and martial arts, combined with education and personal development, to help young people in communities that suffer from crime and violence.
Matt O’Toole, Reebok’s president, says: “This partnership is much more than a licensing agreement.
“It is a collaboration between two great brands that 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.”
Of the deal, Lorenzo Fertitta, UFC chairman and CEO, says: “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.”
