Tapout (clothing brand)
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Grand Terrace, California, United States | |
Area served | Worldwide |
---|---|
Products | Clothing, footwear, sporting equipment accessories |
Owner | WWE (50%) Authentic Brands Group (50%) |
Website | tapout.com |
Tapout Inc. is an American
Tapout was registered in 1997 in
In March 2015, the company was relaunched following its joint-ventured acquisition by pro-wrestling company WWE, and development firm Authentic Brands Group.[3] The venture saw the former MMA-related brand transformed into a more general "lifestyle fitness" one. The apparel, for men and women was released in spring of 2016. Throughout 2015, WWE marketed the brand through various products, including beverages, supplements and gyms.[4] WWE will hold a 50% stake in the brand, and so will advertise it regularly across all its platforms, hoping to give it one billion impressions a month, and attempting to rival sports-clothing giant, Under Armour. All employees and students of the WWE Performance Center will also wear the clothing.[5]
History
Origins, initial success and sale
Tapout was founded by
On June 3, 2007, Lewis created and produced the
On March 11, 2009, Charles Lewis Jr.
As a tribute to his contributions to UFC, Lewis was posthumously inducted into the UFC Hall of Fame at the UFC 100 Fan Expo, as well as his name being made a permanent feature on the inside of the door to the Octagon. Katz and Caldwell, as well as the fans in attendance, held a minute's silence for Lewis. Following his death, the remaining founders decided to sell Tapout, which was bought by Authentic Brands Group in 2010.[10][6][5]
Relaunch with ABG, in conjunction with WWE
Following ABG's absorption of Tapout, the firm looked to re-brand the company. The firm reached out to wrestling entertainment company WWE in attempts to form a working relationship. WWE, who deal primarily in professional wrestling, came to an agreement with ABG in March 2015 to relaunch Tapout as a joint-venture.[3][5]
The venture saw the former MMA-related brand transformed into more general "lifestyle fitness" apparel and was released in 2014.[5][4] WWE marketed the brand through various products, including beverages, supplements and gyms.[3][4]
See also
References
- ^ "How Tapout has become a performance brand for everyday athletes". Men's Journal. 2010-01-10. Retrieved 2020-07-16.
- ^ Nicki Jhabvala (July 30, 2008). "Q&A with 'Mask' from Tapout". Sports Illustrated. CNN. Archived from the original on May 8, 2012. Retrieved 2009-03-12.
- ^ a b c "ABG and WWE launch TapouT joint venture". WWE. March 19, 2015. Retrieved January 14, 2022.
- ^ a b c d "WWE Relaunching Prominent MMA Brand Tapout as 'Lifestyle Fitness Brand'". Sherdog.
- ^ a b c d e f Marc Graser (25 March 2015). "WWE to Relaunch Tapout Clothing Brand in New Joint Venture". Variety.
- ^ a b c Tiffany Ray (September 10, 2010). "Mixed martial arts brand TapouT sold to a Toronto company". www.pe.com. Retrieved January 14, 2022.
- ^ a b Hirsh, Lou (July 6, 2008). "Success turns Inland apparel company Tapout into a force in the world of mixed martial arts". The Press-Enterprise. Archived from the original on April 14, 2010. Retrieved August 17, 2008.
- ^ a b c Michal Lev-Ram (August 18, 2010). "A $200 million headlock on mixed martial arts". CNN. Archived from the original on January 21, 2017. Retrieved August 17, 2015.
- ^ "Tapout and Silver Star acquired". May 13, 2013. Retrieved January 14, 2022.
- ^ a b Steven Marrocco (October 4, 2010). "TapouT co-founder Gary Fields says new partner could take brand to "Nike Levels"". USA Today. Retrieved January 14, 2022.
- ^ TapouT (Reality-TV), Charles 'Mask' Lewis Jr, Dan Caldwell, Ed McKeever, 2007-06-02, retrieved 2023-07-26
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: CS1 maint: others (link) - Fox News Channel. March 12, 2009. Archived from the originalon 22 June 2013. Retrieved 24 August 2013.