Article

Hendricks and Reebok Showing Resilience

UFC's Johny Hendricks And Reebok Show Resilience In And Outside The Octagon
By: Darren Heitner, Forbes
"As the minutes inched closer to midnight on Saturday, March 15, fans of mixed martial arts fighter Johny “Bigg Rigg” Hendricks began to hold their collective breath.  It appeared that the #1 ranked Welterweight fighter would need a miracle to survive punch after punch received from the imposing “Ruthless” Robbie Lawler.  In a packed to capacity American Airlines Center in Dallas, Texas, it was difficult to hear whether the crowd was chanting “Johny” or “Robbie”, but one thing was certain — those in attendance were receiving a spectacle of a show resulting in the award of the Ultimate Fighting Championship (UFC) Welterweight champion belt.  After 5 rounds and a unanimous decision, it was Johny Hendricks hoisting the belt, smiling while bearing a busted right eye and wearing a bright orange Reebok branded shirt like he was king of the world.

"It was not only a monumental moment for Hendricks, who had lost his prior fight to Georges St-Pierre and was seeking to claim the title of undisputed champion, but also for that brand emblazoned across his chest.  Reebok, long viewed as a hopeless competitor against Nike, seems to realize that Nike’s dominance is not shrinking, especially in the basketball shoes arena.  Nike has locked up 92% of the basketball shoes market, Adidas  controls 5.5%, and the remainder is shared among many brands including Reebok.  It was due time for a Reebok re-branding effort, which has come in the form of a new logo and a new mission: focus on fitness.  One of its first experiments was to associate with mixed martial arts fights, specifically UFC’s Johny Hendricks."


Check out the full article.

Watch Past Fights

Media

Recent
UFC welterweight contender Matt Brown takes on Robbie Lawler at UFC on Fox 12 in San Jose in what is sure to be an epic battle to be the No. 1 contender and gain a title shot against current UFC welterweight champion Johny Hendricks.
Jul 22, 2014
Lightweight Daron Cruickshank talks about ghosts, life as a cheerleader and his struggles with most sports. The Detroit Superstar faces No. 14 Jorge Masvidal at Fight Night: Lawler vs. Brown.
Jul 22, 2014
Returning to the UFC, Josh Thomson made a statement in the Octagon against Nate Diaz with a head kick, followed by a flurry of punches and hammer fists to seal the knockout victory. Watch Thomson take on Bobby Green at UFC Fight Night San Jose.
Jul 22, 2014
Welterweight title contender "Ruthless" Robbie Lawler battled it out with UFC vet Bobby Voelker, and ended up earning his 18 knockout of his career. Tune in to UFC Fight Night San Jose to watch Lawler take on Matt Brown.
Jul 21, 2014