Georges St-Pierre became the face for MMA with brands like Under Armour and NOS Energy Drinks, and now Strikeforce heavyweight Daniel Cormier signs a similar deal with Lutte Licensing Group that will see him become the leader for the CF Athletic Brand under the company’s ownership.
Cormier has signed on for a multi-fight deal granting Lutte’s CF Athletic brand exclusive marketing, sponsorship and licensing rights in the authentic athletic apparel category.
Lutte Licensing through their brands CF Athletic and Cage Fighter have been involved in the mixed martial arts for many years, but in recent times the company shifted its attention to the collegiate market, most notably supporting wrestling across the country.
Lutte’s founder Michael DiSabato was himself a college wrestler at The Ohio State University, where he was teammates with UFC notables Mark Coleman and Kevin Randleman.
The brand was brought to national prominence with their work alongside U.S. Olympian Jordan Burroughs following his career in wrestling at the University of Nebraska. Burroughs eventually moved on to win the gold medal in the 2012 Summer games, taking home the top prize in the sport at 74KG.
Lutte had worked with Cormier previously when he made his own transition from Olympic wrestler to MMA fighter, and now he returns to the brand, leading the way as the new face of CF Athletic.
“I am so excited to be coming home to the brand that was the first to support my efforts in this sport,” said Cormier on Friday. “Lutte’s management team believed in me from day one and was willing to invest in my development and allow me to have a singular focus on making the transition from international wrestling to competitive mixed martial arts.
“Lutte has a unique understanding of the demands and needs of athletes in our sport and is developing a brand that supports and promotes the community that I came from and love, wrestling. They truly know what it means to embrace the grind.”
Cormier’s work with the brand will begin immediately as he prepares for his next bout in Strikeforce on Jan 12 when he faces Dion Staring, and then the former Olympian will shift to the UFC later in 2013.