Jon Jones wasn’t the first and won’t be the last fighter to wear his promotion’s branded clothing into the cage.
“Going forward, there’s more and more,” says Bryan Johnston, the
Ultimate Fighting Championship’s chief marketing officer. “As we develop
better products specifically for guys fighting in UFC, you’ll see more
of them want to wear the product.”
USA TODAY spoke to both Johnston and UFC CEO Lorenzo Fertitta this week about how the UFC’s apparel business works with fighters.