K-Swiss announced a multi-year endorsement deal with UFC light heavyweight contender Jon “Bones” Jones for K-Swiss and FORM Athletics. Jones’ deal includes collaborating with K-Swiss on a signature shoe.
According to Jones’ agent, Malki Kawa, he is the first MMA star to have his own shoe.
Via K-Swiss press release:
The Jones deal with K·Swiss will include appearances, ad campaigns and representation in the company’s growing fitness category. He joins Jeremy Shockey of the New Orleans Saints, Patrick Willis of the San Francisco 49ers, and Urijah Faber, the MMA Fighter and WEC Champion, in representing the TUBES training footwear category. Jones will also be collaborating with K·Swiss on a signature shoe.
FORM Athletics will release a Jon Jones Signature Collection of performance and lifestyle apparel for both in and out of the ring.
Jones will begin representing K-Swiss in the Octagon at UFC 126.
Payout Perspective:
I believe that Jones is the next face of the UFC and this deal is another sign that he is a marketable personality in and out of the Octagon. The importance of the deal is not the signature shoe deal but that it is multi-year. But, the signature shoe deal shows that K-Swiss sees the potential in Jones and that he can be a cross0ver spokesperson. The FORM Athletics Signature Clothing line reflects this as well. FORM has quite a good guy stable with Jones, Anthony Pettis, Mark Munoz and Co-Founder Urijah Faber.
Multi-year with some caveats, no doubt. It is very risky to bet on the longevity of an MMA fighter’s popularity in regards to lengthy business contracts. Sure, Jones may appear to be “the next face of the UFC,” but a few losses would certainly put a stop to this. Remember, there are only two fighters in the UFC right now that have been dominant for multiple years in a row. TWO out of the hundreds who have fought in the Octagon during that time. I just hate it when people say “it’s not hard to imagine that (insert fighter’s name who is on a hot streak) will reign over their division for years.” This almost never happens given the nature of MMA. I don’t think this is a bad business deal for FORM or K-Swiss, but it is food for thought when declaring someone the next big thing or the next “face” of an MMA organization. Marketability be damned, the athletes still need to perform and win fights.
On another note, however, it’s good to see an MMA fighter get a deal for signature sports products from a mainstream company. It really speaks volumes that more and more blue chip sponsors are coming around and recognizing the potential benefits of attaching their brands to successful MMA athletes, not just the UFC’s brand.
FYI:
In 2007, Rampage got his own shoe, done by Osiris.
Rampage Gets his Own Shoe
http://www.sherdog.com/news/pressreleases/Rampage-Gets-his-Own-Shoe-7558
Jose,
Thanks, I did see that. Someone pointed this out to Malki too. But, I believe K-Swiss is differentiating itself from that shoe company as a major known shoe company.
But, here is a pic of Rampage’s shoes.
Cain has his own shoe also, right?
el chango:
He has a deal with Lugz but I don’t think he has his own shoe.