The mixed martial arts apparel space continues to coalesce under Authentic Brands Group. The New York based company on Wednesday announced that it has added Sinister to it’s MMA brand line-up that already includes TapouT, Silver Start, Iron Star, and Hitman Fight Gear.
“This acquisition completes our mixed martial arts stable of brands that will now reach all tiers of distribution,” said Jamie Salter, chief executive of Authentic Brands Group. “Not only is Sinister’s distribution at Kmart and Sears highly appealing but they have a world-class partnership with Hybrid, one of the best-in-class apparel licensees in the business.”
Known for its early relationships with UFC champions like Chuck Liddell and Quinton “Rampage” Jackson, the Sinister brand has grown up along side the fastest growing sport in the world. Sinister has been involved in mixed martial arts and the UFC since 1998, and became an official partner of the UFC in 2008. Its long-term relationships both with the UFC and its roster of athletes have been integral to the brand’s growth and its introduction to new consumers.
“We’ve developed this brand with legendary MMA athletes over the last decade,” said Ed Soares, previous owner of Sinister. “We couldn’t be more pleased to put Sinister into the hands of Authentic Brands Group. We are confident they will grow Sinister while remaining loyal to the brand’s roots and consumers.”
Authentic Brands Group has already expanded Sinister’s reach globally by signing its first major licensee deal in Canada with CMT Sourcing Group Limited, an affiliate of PTX Performance Products in Ontario, and will introduce the brand to additional foreign markets, as well as expand Sinister’s product categories within the U.S.