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July 31, 2008
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TapouT Plans Marketing Ventures Including Water, Videogame

MMA apparel brand TapouT Founder Charles "Mask" Lewis participated in a Q&A with SI.com's Nicki Jhabvala in which he discussed some marketing plans the company has on tap. The company has its own bottled water line called TapouT H2O, and Lewis said, "Now that we're signed to CAA, we're working a new water deal with somebody who can not only get our water out there, but keep it at a higher level." Lewis also said "there's a video game company that's really huge and is interested in what we're doing and in taking our blend of characters and putting them into an MMA game based on ... reality and some fake stuff." The latest season of TapouT's MMA reality show on Versus debuted last night, and Lewis said, "You might even see some stuff with a TV series with us in it that may be a five-to-10 hit mini-series." Lewis said the company working with CAA and is "getting ready to make a shoe deal" that would include cross trainers and running shoes. Lewis added TapouT could develop a line of signature jeans if he gets "to the level where I can work with people who can do it to the quality of regular everyday wear at the level I appreciate." Lewis: "I look at the Nikes and the Adidas and the Reeboks needing to worry about TapouT." However, he noted the company has no plans to expand into other sports than MMA (SI.com, 7/30).

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