The Ultimate Branding Of Ultimate Fighting

"Clothing brands associated with mixed martial arts (or M.M.A.) are "spawning a new category of lifestyle apparel," the garment-trade publication DNR recently suggested. A standout example to date is Tapout, which makes T-shirts, shorts and other items invariably slathered with its heavy metal-ish logo. ("Tapping out" is a gesture of submission used by a fighter locked in a hold of excruciating pain.) The company claims 2007 revenue of around $22 million and distribution in 20,000 stores, including Champs and Dillard's. And there are other brands: a three-day trade show this week in San Diego, called Virtue, will also include about 40 others vying for the attention of retail buyers. Virtue is a spinoff of ASR, a trade show focused on "action sports" like skateboarding and surfing. Andy Tompkins, the group-show director for ASR, says Virtue will feature "brands that speak to the M.M.A. lifestyle." " (link)