Reebok Combat Training Senior Business Unit Dir Mike Lunardelli said of the brand's recent deal with UFC, "The biggest thing that keeps coming up ... is functionality. Is this stuff going to work?" He added, "We have stretch in our fabric, so it works with the fighters in their movement. Strength and durability, so if you’re getting pulled on there, we’re not having any rips in the product. And then lastly, comfort and fit. You guys want to feel good, you want to feel comfortable, so it has got to be fit to a fighter's body. ... Most of the fighters were really excited about the product. That's the feedback we got." Lunardelli said of the decision to make unique gear for UFC champions, "We introduced something that makes those champions stand out in each of their weight classes. The inspiration comes from the fact that everybody wants that gold belt. ... So we take some of that gold and we pop it on to a black and a gray uniform, and it really stands out and makes you look different." He added, "The bigger story for us is really all about this country pride concept. ... We want people and fans to be able to celebrate where a fighter's from, so you'll see country crests on products, you’ll see certain colors on products that relate back to a fighter's country, and then the big thing is ... the fighters' names" Lunardelli: "It's a big launch for the UFC, it’s a big launch for us, but it’s still about the fighters. We want to make sure that the focus stays there." UFC President Dana White said, "Nobody is more excited about the Reebok deal than me. ... Everybody's going to look good. It's clean and all the fighters who have been involved in the deal are happy with the clothes" (“UFC Tonight,” FS1, 7/8).
