UFC fitness line a hit

JELC now planning to extend RFE's range across UK and Europe after success in Argos.
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Jane Evans Licensing Consultancy is already experiencing success with new signing, Ultimate Fighting Championship.

Global fitness company, RFE International, has the licence to produce a range of fitness equipment in the UK and Europe, and orders are already having to be increased to meet consumer demand.

The initial collection includes UFC Official Fight Gloves, UFC Mixed Martial Arts Training Gloves, the UFC Muay Thai Pad and a UFC hook and jab mitt.

Products first appeared in the autumn/winter Argos catalogue, with the strong customer response to the range almost trebling the original sales forecast. The line will now be launched in further sports goods stores throughout autumn, before expanding across Europe in 2011.

The Argos range has been supported by an ad campaign by the UFC, including a 30-second spot featuring endorsement by welterweight, Dan 'The Outlaw' Hardy.

"We are thrilled to have the opportunity to work alongside one of the world's fastest growing sporting brands in one of its key categories," said Mike Edwards, CEO of RFE. "The consumer response to our range is, we believe, not only a tribute to our own experience in creating a world beating range of fitness equipment, but to the power and reach of the UFC brand."




Agency JELC is exploring new licensing categories for mixed martial arts brand; UK is "one of the most important markets".

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