Zappos' deal represents the replacement of Reebok, which held comprehensive UFC apparel rights since ‘15UFC
The UFC is revamping its apparel licensing, with Zappos signing exclusive rights to manufacture the MMA circuit’s fanwear. It will sell the apparel on its own site, as well as on parent company Amazon.com and other outlets. The early stages of a new line of fanwear will be available today on Zappos.com/UFC. Zappos' new rights are exclusive in the U.S. and non-exclusive outside America. The deal represents the replacement of Reebok, which held comprehensive UFC apparel rights since ‘15. Starting in April, UFC’s uniform rights will be held by Venum.
TRADITIONAL LOOK: UFC Senior VP/Consumer Products Tracey Bleczinski said the Zappos line will begin with traditional fanwear, including fleece, T-shirts, headwear, bags, accessories and hoodies for men, women and kids. It is expected to eventually include slides (Q2) and athletic footwear (Q4). The UFC and Zappos have been talking for around a year, she said. Legends will continue to run the circuit’s UFCstore.com, and sell merchandise at UFC events when fans can return. The UFC deal represents Zappos initial entry into sports licensing as a manufacturer. By extension, that means Zappos/Amazon is now competing with the likes of Fanatics and other licensees that are also retailers. Both Zappos and UFC are HQed in Las Vegas.
