Ronda Rousey’s name is dominating the mainstream media lately.
People can’t stop talking about the UFC bantamweight champion after a series of three unbelievable fights in which she obliterated her opponents in record time.
One brand is hoping to capitalise on Rousey’s world domination to reinvigorate its struggling business.
Reebok secured a partnership with the MMA star back in December, also closing a deal with another impressive UFC Light Heavyweight Champion, Jon Jones.
The signings came shortly after Reebok inked a huge long-term partnership with the UFC to become its official global outfitter.
The sports brand seemed to see the potential in landing a sponsorship with one of the fastest growing sports in the world, which drew Rousey closer to the brand.
“From the very beginning, it was clear to me that Reebok is passionately invested in our sport and its athletes. The team is committed to helping push our sport forward and I am proud to be part of it,” Rousey said in a press release upon landing her contract.
Rousey is one of the most impressive MMA athletes in the world and is considered one of the most dominant athletes alive.
The first female fighter signed by the UFC is an incredibly beneficial addition to Reebok’s team.
“Reebok understands what tough fitness means for women and what women need for their fitness lifestyle. Together we’re going to inspire even more people to train like fighters,” Rousey said in the release at the time her partnership was announced.
— Ronda Rousey (@RondaRousey) December 16, 2014
Rousey fits the profile for Reebok’s shift towards tougher, more ‘hardcore’ athletes.
Reebok has fallen on hard times in recent years, so it’s adapting a new strategy to win back customers and revitalize its reputation.
The brand is shifting its target consumer towards the so-called “tough fitness” customer. It’s doing this through partnerships with “high-intensity workout firm CrossFit and the gruelling, muddy Spartan race,” according to David Gianatasio at Adweek.
This differs from brands like Lululemon and Nike, which are touting the new “athleisure” trend of wearing your gym clothes to work and brunch.
Reebok recently released its first commercial with the fighter and NFL star J.J. Watt.
The commercial is incredibly intense, and it accurately encompasses Rousey’s tough and invincible persona.
The sports brand currently controls 2% of the US market, compared with 8% a decade ago.
Reebok hasn’t been able to keep up with big players in the industry like Nike and Under Armour.
However, with Rousey’s help the company could execute a major comeback.
It’s been done before with star athlete partnerships.
Stephen Curry has helped bring Under Armour back to life in an incredible way since since signing with them in 2013 after Nike passed on re-signing him.
Curry’s shoe, The Curry One, reportedly helped skyrocket sneaker sales for the company.
His shoe is still a best-selling item for Under Armour, with new editions continuously being released.
Along with Curry and Jordan Spieth, Under Armour has signed a number of marketable athletes in the past 10 years that have helped the company rise back to the top.
With the help of unstoppable athletes like Rousey, Reebok might be able to do the same.
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