Remember when Reebok announced that they would step away from the four major sports to focus on crossfitness? I thought at that time that they were making a smart move. They weren’t the kings of the four major sports, but could be the king in one part of sport that was essentially up for grabs.

Today’s announcement with UFC is another great move. The training that goes into mixed martial arts matches a lot of the direction and products that Reebok produces. But I think what really makes this great is that Reebok is once against tapping into a market that is relatively up for grabs.

We’ve seen different brands in the octagon and for the most part, it’s been just whatever sponsors each fighter wants to go with. But now, Reebok is putting their stamp on the sport. This ever-growing sport has a face in terms of products and I think this is a genius move. Reebok is already the king of crossfit and now is looking to be kings of the octagon.

In 2015, they will be the global provider of the sport. This is the first time they’ve dove into this market so I am curious to see how they do. But I think they will have a strong presence. Good for you, Reebok!