Today Everlast announced a partnership with Randy Couture. The deal represents another step for MMA into the mainstream of the American sports industry. Everlast is one of the largest and best known brands in sports equipment. From the press release:
This long-term partnership marks the commitment of Everlast to become the premiere brand in the fastest growing sport of Mixed Martial Arts. The partnership with Couture allows him to exclusively wear Everlast fight shorts, fight gloves, training equipment and training apparel. In addition, Everlast will be the exclusive equipment and apparel sponsor of Xtreme Couture Gyms, in all locations. Together, Everlast and Couture will collaborate on a co-branded line of MMA equipment that will set the standard for equipment and apparel in MMA. Additionally, the partnership will work on developing grassroots programs to teach the youth, and create fitness clinics and retail concept shops.
