


The Evolution of Branding in the UFC: From Royce Gracie’s Gi to the Venum Era
The Evolution of Branding in the UFC: From Royce Gracie’s Gi to the Venum Era
The Ultimate Fighting Championship has travelled a long way from a “style-versus-style” tournament to a global sports-entertainment empire. This evolution is vividly reflected in the changes to fighters’ gear and branding: from the early years’ total freedom of self-expression to the strictly regulated, unified kit of the modern era. The story of branding in the UFC is more than a tale of changing logos on shorts; it is a profound transformation of the sport’s entire commercial model, influencing fighter earnings, the development of specialised MMA brands and the culture of martial arts as a whole.
Early Days: Style vs. Style
The first UFC tournament in 1993 is remembered not only for its revolutionary rules but also for the iconic image of Royce Gracie in a traditional white gi with the dark-blue triangular Gracie Jiu-Jitsu logo. This simple uniform — apparently made by Atama (though some sources claim Fuji) — became a powerful marketing tool and a symbol of technique triumphing over brute force.
The choice of the gi was deliberate. The Gracie family originally viewed the UFC as a marketing platform to promote Brazilian Jiu-Jitsu. The gi served as a visual reminder of BJJ’s traditions and philosophy, creating information asymmetry: while opponents wondered about that “strange pyjama,” Royce kept racking up one victory after another.
The first UFC tournament in 1993 is remembered not only for its revolutionary rules but also for the iconic image of Royce Gracie in a traditional white gi with the dark-blue triangular Gracie Jiu-Jitsu logo. This simple uniform — apparently made by Atama (though some sources claim Fuji) — became a powerful marketing tool and a symbol of technique triumphing over brute force.
The choice of the gi was deliberate. The Gracie family originally viewed the UFC as a marketing platform to promote Brazilian Jiu-Jitsu. The gi served as a visual reminder of BJJ’s traditions and philosophy, creating information asymmetry: while opponents wondered about that “strange pyjama,” Royce kept racking up one victory after another.
Unlimited Gear as a Reflection of Diversity
Unlimited Gear as a Reflection of Diversity
In the earliest UFC events there were virtually no equipment rules. Fighters wore everything from traditional gis and boxing gloves (such as Art Jimmerson’s famous single glove) to wrestling singlets and ordinary gym shorts. This diversity mirrored the tournament’s core idea — a clash of different martial-arts styles.
The lack of regulation let each fighter express individuality and showcase allegiance to a particular school or style. It was during this period that the foundations were laid for future commercial relationships between the UFC and sportswear manufacturers.
In the earliest UFC events there were virtually no equipment rules. Fighters wore everything from traditional gis and boxing gloves (such as Art Jimmerson’s famous single glove) to wrestling singlets and ordinary gym shorts. This diversity mirrored the tournament’s core idea — a clash of different martial-arts styles.
The lack of regulation let each fighter express individuality and showcase allegiance to a particular school or style. It was during this period that the foundations were laid for future commercial relationships between the UFC and sportswear manufacturers.
Wild West: The Rise of Individual Sponsorship
The Birth of MMA Brands
As MMA popularity grew through the 1990s, the first specialised brands emerged. A pioneer was American label Bad Boy, already known among surfers and skaters. In 1993 the company sponsored BJJ legend Rickson Gracie and later created one of the first purpose-built MMA products — form-fitting vale tudo shorts made of durable elastic fabric.
As MMA popularity grew through the 1990s, the first specialised brands emerged. A pioneer was American label Bad Boy, already known among surfers and skaters. In 1993 the company sponsored BJJ legend Rickson Gracie and later created one of the first purpose-built MMA products — form-fitting vale tudo shorts made of durable elastic fabric.






Tapout: A “Trunk-to-Empire” Success Story
Running in parallel was Tapout, which started in 1997 selling T-shirts from a car trunk. Founders Charles “Mask” Lewis and friends toured small shows, gradually winning the MMA community’s trust. By 2007 Tapout had become the world’s largest MMA-gear distributor, and by 2009 its revenue hit US$200 million.
Tapout sold more than clothes — it cultivated MMA subculture. Its logos appeared not only on fighters but on city streets, where youngsters wore the “cross-skull” T-shirts as a piece of street fashion. Later, “Mask” was posthumously inducted into the UFC Hall of Fame in recognition of his contribution to the sport.
Running in parallel was Tapout, which started in 1997 selling T-shirts from a car trunk. Founders Charles “Mask” Lewis and friends toured small shows, gradually winning the MMA community’s trust. By 2007 Tapout had become the world’s largest MMA-gear distributor, and by 2009 its revenue hit US$200 million.
Tapout sold more than clothes — it cultivated MMA subculture. Its logos appeared not only on fighters but on city streets, where youngsters wore the “cross-skull” T-shirts as a piece of street fashion. Later, “Mask” was posthumously inducted into the UFC Hall of Fame in recognition of his contribution to the sport.
Affliction: Rock-Chic Style in the Octagon
Founded in 2005, Affliction brought luxurious vintage-rock aesthetics to MMA. By sponsoring stars such as Randy Couture, Georges St-Pierre and Fedor Emelianenko, the company produced signature shirts with instantly recognisable designs. In 2008 Affliction even tried to launch its own MMA promotion, sparking conflict with the UFC and leading to a ban on its logos inside the Octagon.
Founded in 2005, Affliction brought luxurious vintage-rock aesthetics to MMA. By sponsoring stars such as Randy Couture, Georges St-Pierre and Fedor Emelianenko, the company produced signature shirts with instantly recognisable designs. In 2008 Affliction even tried to launch its own MMA promotion, sparking conflict with the UFC and leading to a ban on its logos inside the Octagon.



Other Influential Brands of the Era
The period before 2015 was marked by an explosion of diverse MMA-focused brands:
Hayabusa — a Canadian manufacturer of premium gloves and apparel, popular among elite fighters
Venum — a French brand founded in 2006, especially beloved by Brazilian champions
Sprawl — specialized in loose-fitting shorts for MMA and grappling
Xtreme Couture — the personal clothing line of Randy Couture
Punishment Athletics — a brand launched by Tito Ortiz
In parallel, labels born in Brazilian Jiu-Jitsu flourished: Koral, Atama, Keiko. While UFC fighters no longer wore gis in the Octagon, many champions came from BJJ and continued to use these companies’ uniforms at grappling events.
The period before 2015 was marked by an explosion of diverse MMA-focused brands:
Hayabusa — a Canadian manufacturer of premium gloves and apparel, popular among elite fighters
Venum — a French brand founded in 2006, especially beloved by Brazilian champions
Sprawl — specialized in loose-fitting shorts for MMA and grappling
Xtreme Couture — the personal clothing line of Randy Couture
Punishment Athletics — a brand launched by Tito Ortiz
In parallel, labels born in Brazilian Jiu-Jitsu flourished: Koral, Atama, Keiko. While UFC fighters no longer wore gis in the Octagon, many champions came from BJJ and continued to use these companies’ uniforms at grappling events.
Financial Opportunities for Fighters
During the free-sponsorship era, top athletes could earn six-figure sums from endorsement deals — often more than their fight purses. Fighters’ gear turned into billboards plastered with dozens of patches, including quirky logos like Condom Depot.
During the free-sponsorship era, top athletes could earn six-figure sums from endorsement deals — often more than their fight purses. Fighters’ gear turned into billboards plastered with dozens of patches, including quirky logos like Condom Depot.




Reebok and “Professionalising” the Octagon
In late 2014 the UFC announced a revolutionary change: a US$70 million, six-year exclusive partnership with Reebok. From July 2015 a unified kit was introduced; fighters could no longer wear personal sponsor gear and instead received standard outfits bearing their names and numbers.
The UFC framed the move as “professionalising” the sport, aiming to look more respectable to the mainstream market and broadcasters — akin to the NFL or NBA. Critics noted that the real motive was centralising sponsorship revenue and exerting total control over commercial aspects of events.
In late 2014 the UFC announced a revolutionary change: a US$70 million, six-year exclusive partnership with Reebok. From July 2015 a unified kit was introduced; fighters could no longer wear personal sponsor gear and instead received standard outfits bearing their names and numbers.
The UFC framed the move as “professionalising” the sport, aiming to look more respectable to the mainstream market and broadcasters — akin to the NFL or NBA. Critics noted that the real motive was centralising sponsorship revenue and exerting total control over commercial aspects of events.



Financial Impact on Fighters
The Reebok model hit many athletes hard. Brendan Schaub calculated losing up to 90 percent of previous sponsorship income — dropping from six figures to about US$10 000 per bout. In return, the UFC paid fixed amounts on a tiered scale: US$2 500 to newcomers and US$40 000 to champions.
Over six years fighters collectively received roughly US$39 million — an amount that previously could have been earned annually by a few dozen top athletes through individual deals.
The Reebok model hit many athletes hard. Brendan Schaub calculated losing up to 90 percent of previous sponsorship income — dropping from six figures to about $10 000 per bout. In return, the UFC paid fixed amounts on a tiered scale: $2 500 to newcomers and $40 000 to champions.
Over six years fighters collectively received roughly $39 million — an amount that previously could have been earned annually by a few dozen top athletes through individual deals.
Impact on the MMA Apparel Market
The unified kit virtually wiped independent MMA brands from UFC broadcasts. Legendary companies such as Tapout, Bad Boy, Affliction, Hayabusa and Venum disappeared from screens, although they continued selling merchandise and sponsoring athletes in other promotions.
The unified kit virtually wiped independent MMA brands from UFC broadcasts. Legendary companies such as Tapout, Bad Boy, Affliction, Hayabusa and Venum disappeared from screens, although they continued selling merchandise and sponsoring athletes in other promotions.
Mixed Results
Despite criticism, the Reebok era had upsides: fans could easily buy official fighter gear, tacky ads vanished from broadcasts, and the UFC genuinely looked more “professional.” Yet many felt fighters’ individuality was sacrificed to the promotion’s commercial interests. A notable, if symbolic, break in that uniformity came on 31 October 2020, when featherweight prospect Bryce Mitchell persuaded Reebok and the UFC to let him wear custom camouflage shorts for his fight at UFC Vegas 12 — the first bespoke kit approved since 2015. Mitchell’s “camo shorts” instantly became a talking point and underscored how rare personal expression had become inside the Octagon.
Despite criticism, the Reebok era had upsides: fans could easily buy official fighter gear, tacky ads vanished from broadcasts, and the UFC genuinely looked more “professional.” Yet many felt fighters’ individuality was sacrificed to the promotion’s commercial interests. A notable, if symbolic, break in that uniformity came on 31 October 2020, when featherweight prospect Bryce Mitchell persuaded Reebok and the UFC to let him wear custom camouflage shorts for his fight at UFC Vegas 12 — the first bespoke kit approved since 2015. Mitchell’s “camo shorts” instantly became a talking point and underscored how rare personal expression had become inside the Octagon.



Current landscape: Venum and a Return to Roots
In 2021 the UFC ended its Reebok partnership and signed a new deal with Venum — ironically, the very MMA brand once ubiquitous in the Octagon before the unified kit. Founded in 2006, the French combat-sports outfitter originally specialised in MMA, Muay Thai and BJJ.
In 2021 the UFC ended its Reebok partnership and signed a new deal with Venum — ironically, the very MMA brand once ubiquitous in the Octagon before the unified kit. Founded in 2006, the French combat-sports outfitter originally specialised in MMA, Muay Thai and BJJ.
Deal Details and Payouts
The partnership began in April 2021, initially running to 2024 and later extended to 2029. Although the total value is lower than the Reebok contract, the UFC emphasised that a larger share goes directly to fighters.
Payouts rose slightly: champions now earn $42 000 per fight (up from $40 000), newcomers $4 000 (previously $3 500). The centralised sponsorship model remains — fighters still cannot place personal sponsor patches on their kit.
The partnership began in April 2021, initially running to 2024 and later extended to 2029. Although the total value is lower than the Reebok contract, the UFC emphasised that a larger share goes directly to fighters.
Payouts rose slightly: champions now earn $42 000 per fight (up from $40 000), newcomers $4 000 (previously $3 500). The centralised sponsorship model remains — fighters still cannot place personal sponsor patches on their kit.
Improved Quality and Design
The Venum kit has been well received by fighters thanks to better materials, a more comfortable cut, and the brand’s signature “snake” patterns. The switch to Venum represents a compromise between maintaining uniformity and reconnecting with MMA’s roots. From 2023 onward, the promotion gradually relaxed its restrictions: national colour schemes emerged (e.g., the “Mexico Heritage” set for Mexican champions), anniversary editions for major numbered PPVs, and special designs for marquee fighters. By 2025, dozens of such custom variants exist, which — within still-limited boundaries — has restored a measure of individuality to UFC gear.
The Venum kit has been well received by fighters thanks to better materials, a more comfortable cut, and the brand’s signature “snake” patterns. The switch to Venum represents a compromise between maintaining uniformity and reconnecting with MMA’s roots. From 2023 onward, the promotion gradually relaxed its restrictions: national colour schemes emerged (e.g., the “Mexico Heritage” set for Mexican champions), anniversary editions for major numbered PPVs, and special designs for marquee fighters. By 2025, dozens of such custom variants exist, which — within still-limited boundaries — has restored a measure of individuality to UFC gear.









The Undying Legacy: Brands Rooted in BJJ and Grappling
Despite UFC uniformity, many legendary brands still thrive in martial arts. In Brazilian Jiu-Jitsu, stalwarts such as Atama, Koral, Keiko and Mizuno continue producing top-tier gis. The now iconic Shoyoroll brand releases limited edition collections that sell out instantly.
British Tatami and American Fuji Sports supply athletes worldwide, maintaining strong community ties and a focus on quality. Bad Boy underwent a rebrand but still makes combat-sports gear, remaining a symbol of “old-school” MMA.
Many UFC fighters also compete in grappling events such as ADCC, Polaris and WNO, where they can wear their preferred brands. This lets them preserve personal identity that is restricted inside the Octagon.
Despite UFC uniformity, many legendary brands still thrive in martial arts. In Brazilian Jiu-Jitsu, stalwarts such as Atama, Koral, Keiko and Mizuno continue producing top-tier gis. The now iconic Shoyoroll brand releases limited edition collections that sell out instantly.
British Tatami and American Fuji Sports supply athletes worldwide, maintaining strong community ties and a focus on quality. Bad Boy underwent a rebrand but still makes combat-sports gear, remaining a symbol of “old-school” MMA.
Many UFC fighters also compete in grappling events such as ADCC, Polaris and WNO, where they can wear their preferred brands. This lets them preserve personal identity that is restricted inside the Octagon.
Conclusion: Lessons from Branding Evolution
The history of branding in the UFC mirrors broader trends in sport and business. From Royce Gracie’s simple gi symbolising a Jiu-Jitsu school to today’s global corporate deals, the evolution of gear traces the sport’s growth.
Each era left a mark: the early legends (Bad Boy, Tapout) laid the groundwork; 2000s innovators (Affliction, Hayabusa, Venum) expanded horizons; modern partners integrated MMA into global sport. The shift from chaotic variety to strict uniformity shows how commercial interests can clash with authenticity and individuality.
Today the Venum-branded kit dominates the UFC Octagon, but the spirit of brand rivalry lives on in BJJ gyms, amateur tournaments and in the hearts of those who remember the golden age of free-form patches and unique fighter styles. This story reminds us that behind every logo on gear stand people, dreams and traditions that shaped the fascinating world of martial arts.
For the contemporary BJJ and MMA community it is vital to honour this legacy and support brands that maintain roots, product quality and respect for martial-arts traditions. Ultimately, these values—not commercial contracts—define the true culture of combat sports.
The history of branding in the UFC mirrors broader trends in sport and business. From Royce Gracie’s simple gi symbolising a Jiu-Jitsu school to today’s global corporate deals, the evolution of gear traces the sport’s growth.
Each era left a mark: the early legends (Bad Boy, Tapout) laid the groundwork; 2000s innovators (Affliction, Hayabusa, Venum) expanded horizons; modern partners integrated MMA into global sport. The shift from chaotic variety to strict uniformity shows how commercial interests can clash with authenticity and individuality.
Today the Venum-branded kit dominates the UFC Octagon, but the spirit of brand rivalry lives on in BJJ gyms, amateur tournaments and in the hearts of those who remember the golden age of free-form patches and unique fighter styles. This story reminds us that behind every logo on gear stand people, dreams and traditions that shaped the fascinating world of martial arts.
For the contemporary BJJ and MMA community it is vital to honour this legacy and support brands that maintain roots, product quality and respect for martial-arts traditions. Ultimately, these values—not commercial contracts—define the true culture of combat sports.
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