At its upcoming mixed martial arts event on July 11, UFC fighters will be sporting a new look: head to toe apparel and footwear from sportswear maker Reebok, following an exclusive deal struck between the two companies in December 2014. The first UFC ‘fight kit’ by Reebok has not been without its share of controversy, mostly stemming from upset UFC fighters who stand to lose lucrative sponsorship deals as the deal with Reebok is exclusive. But, at least two of UFC’s biggest names believe in what Reebok has in mind. ‘None of it’s made for combat sports,’ said UFC superstar Ronda Rousey regarding female sportswear in an interview with TheStreet’s Brian Sozzi. Rousey, known for her quick decisions and aggressive fighting style explained the fit of the clothing she was wearing was a major problem in competition. ‘All of my wardrobe malfunctions occurred with Lululemon (LULU) stuff,’ said Rousey. As for why the Reebok deal came out, UFC’s White explained the days of fighters donning cluttered looking apparel emblazoned with sponsorship logos was over. For Reebok, the UFC deal is one part of its bid to remain relevant in a sportswear industry being dominated by Nike (NKE) and Under Armour (UA). TheStreet caught up with several of the sport’s biggest stars and the team at Reebok at the unveiling of the new attire to learn more about the partnership.
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