Reebok believes that its new deal with UFC "will give it a bigger foothold in what it calls the 'tough fitness' business," according to Matt Juul of BOSTON.com. The company in the past has partnered with organizations such as Crossfit and Spartan Race, and Reebok Brand President Matt O'Toole said that the rising popularity of these alternative sports among the current generation "is what piqued Reebok’s interests." Younger demographics "aren’t as interested in traditional forms of exercise, and are starting to trade in the treadmills for kettlebells and MMA gloves." O'Toole said, "This link between all these (sports) that are a little grittier or a little tougher is really more recognizing the way young consumers see fitness today. They’re not seeing it like, just show up at the gym, put your headphones on, and get on the treadmill. It’s a totally different thing." In addition to UFC’s appeal to younger crowds in the U.S., O’Toole "praised the organization’s global presence." He added, "Our business outside of the United States is really doing well, we’re up 17 percent this year. We find the UFC really appealing to continue to propel that growth, particularly in Latin America, but also in areas of Europe and more and more in Asia. I can’t really think of another sports property, a complete entity, that is so global in nature." Juul noted prior to the partnership announcement, Reebok "had already signed former UFC welterweight champion Johny Hendricks and lightweight champion Anthony Pettis to individual endorsement deals." There also was talk that UFC light-heavyweight title-holder Jon Jones "was in negotiations with the company following his fallout with Nike earlier this year." While O’Toole said that Reebok "doesn’t have any deals with Jones or other individual fighters in the works right now, any existing contracts with UFC athletes will still remain." He added that the company "will be pursuing other UFC stars in the future" (BOSTON.com, 12/7).
SILVA SPOON: Former MMA fighter Wanderlei Silva announced that he will "help young fighters who stand to lose out on sponsorship money with the UFC's new uniform contract with Reebok." Silva said that he "will open up his social media accounts to UFC athletes who send him videos pitching their sponsors." He said, "What can a young fighter offer to his sponsors, if not the space on their shorts? To help, I am giving space on all my social media, which reaches millions of people." Silva added that fighters should "make sure the videos sent are 'good and creative' and he will select them to be posted to his Twitter, Instagram and Facebook accounts." MMAFIGHTING.com's Marc Raimondi noted Silva "has been on an outspoken campaign against the UFC in recent months," but he "didn't outright rip the organization's endorsement deal with Reebok." He "just wants to make sure the fighters get 100 percent of the contract's worth, as promised by UFC president Dana White" (MMAFIGHTING.com, 12/7).
