The first major Ultimate Fighting Championship fashion licence has been secured for the UK and European markets, courtesy of agent Jane Evans.
Fight for Fashion - which specialises in contemporary menswear, premium denim brands and sportswear - is to launch a range of UFC men's and women's t-shirts, hoodies, shorts and training pants in JD Sports.
The range will initially launch in larger stores on October 14th, and will be supported by a major promotional campaign.
It will then move to other sporting goods outlets, specialist MMA stores and online, eventually extending to fashion stores and music outlets.
The JD launch has been timed to coincide with UFC 120, an upcoming mixed martial arts event to be held at the O2 Arena. The first ever UK UFC Fan Expo also takes place at Earls Court on October 15th and 16th. The range will also receive strong backing at store level, while the promotional push will be further boosted with a targeted magazine ad campaign.
"Fight for Fashion, with its associations extending into both the sporting and fashion worlds, is the perfect partner for UFC in the UK market," said Jane Evans, MD of JELC.