New fashion range launches at JD Sports supported by major promotional campaign

Jane Evans Licensing Consultancy (JELC) - European licensing agent for the Ultimate Fighting Championship® organization - has announced an exciting breakthrough for the leading brand name in combat sport with the first major UFC® fashion license in the UK and European markets. Fight for Fashion, a dynamic British fashion distribution company specialising in contemporary menswear, premium denim brands and sportswear, is to launch a range of Ultimate Fighting Championship clothing range, which will include men’s and women’s t-shirts, hoodies, shorts and training pants. The range will initially be sold through larger JD Sports stores from mid-October, after which it will move into other sporting goods outlets, specialist MMA stores and online and eventually extending to fashion and music stores.

The JD launch on October 14th will be supported by a major promotional campaign. The launch has been timed to coincide with the UFC 120 live event, which has sold out the O2 Arena, London, for October 16th.

The range will receive strong backing in-store, with appearances by some of the UFC’s biggest stars at locations and date to be confirmed shortly.

The promotional push will be further boosted by a targeted magazine ad campaign. The campaign launches in September, with advertisements and advertorial in Fighters Only magazine, the UK's only dedicated MMA lifestyle magazine. The ads will then roll out into men’s general interest, fashion and health magazines.

UFC UK Division President Marshall Zelaznik said: “This is a very exciting time to be a UFC fan in the UK. UFC fans are known all over the world for showing their passion for the sport through the clothes that they wear and so we are thrilled to be offering them a brand new range which is available in major high street stores for the first time.”

Abby Williams, Managing Director of Fight for Fashion says: “As a company that specialises in both contemporary clothing and sportswear, we are thrilled to be working with a brand that not only evokes an exciting and active lifestyle but is also the world’s fastest-growing sports organization. This association is a winner for both sport and style!”

Jane Evans, MD of JELC, adds: “The UFC’s brand of mixed martial arts is not just about the world’s most exciting combat sport it is also a vibrant lifestyle brand. Fight for Fashion, with its associations extending into both the sporting and fashion worlds, is the perfect partner for UFC in the UK market. We are certain that this stylish, exciting range of clothing will be a big hit with a wide range of consumers.”