Reebok continues to assert its dominance in the world of mixed martial arts. This week, the athletic company announced a new partnership with undefeated UFC middleweight champion Chris Weidman.
The 31-year-old athlete from Baldwin, N.Y., joins Reebok’s growing roster of champions, which includes Ronda Rousey, Joanna Jędrzejczyk and Conor McGregor. The brand also inked a deal this past summer with Canadian Rory MacDonald following his memorable bout at UFC 189.
In addition, Reebok is the official outfitter of the UFC, producing the fight kits that competitors will now be wearing in the ring. And combat-training footwear will be released in 2016, brand executives told Footwear News recently.
The terms of Reebok’s new partnership with Weidman were not disclosed, but Michael Lunardelli, head of the brand’s combat-training category, said in a statement, “Chris Weidman has defied the expectations of many to be the champion fighter he is today. His focus on improving himself through intense training has catapulted him to the top of the middleweight class. … We are excited to have him on board to help Reebok continue to grow and improve our investment in MMA and combat training.”
Weidman said in the statement, “I’ve spent a lot of time with Reebok leading up to this day and believe wholeheartedly in the vision they have for MMA and combat training around the world.”
The champion’s next trip to the Octagon will be on Dec. 12, when he defends his title against Luke Rockhold in the co-main event of UFC 194.