The unofficial dress code for front-row viewing at a major fight night — as in big-league boxing — used to be furs, slithery dresses, diamonds, and even suits and tuxes further back.
Case in point, ringside at the 2015 Floyd Mayweather-Manny Pacquiao fight, Beyoncé donned a red deeply V-necked Harbison jumpsuit and Jay-Z sported a Champagne-colored tuxedo jacket with a black bow tie. Celebrity sightings are routine at major fights. Drake, Nicki Minaj, Michael Jordan, Tom Brady, Mark Wahlberg, Idris Elba, George Lopez, Mike Tyson, Andre Agassi and Steffi Graf have showed up on occasion.
Now, the UFC, the world’s leading mixed martial arts organization, and the French men’s retailer Celio have teamed up with much more relaxed options for a limited-run collaboration. The deal was brokered by UFC’s licensing agency IMG. It’s too soon to say whether any IMG models (many of whom know the ins and outs of Paris well) will be at the Sept. 2 match, when France’s Ciryl Gane will square off against Moldova’s Serghei Spivac, according to an IMG spokesperson.
UFC and Celio are working together to mark the UFC’s return to Paris for the occasion. The heavyweight bout will be held at the Accor Arena with Gane going into the showdown ranked first and Spivac, eighth. Gane will be fighting in front of his hometown crowd for the second time in two years.
Celio aims to maximize that exposure, having signed up the French heavyweight as a brand ambassador. Gane also has endorsement deals with DFNS Sneaker, the eco-friendly label Apparel Care and Gym King.
UFC fans and shoppers don’t have to wait for the opening bell to get in on the merchandise. As of Monday, the UFC and Celio will offer what they described as “fan apparel” that features original designs that will only be available through Celio stores in Europe, the Middle East, and North Africa, as well as the chain’s online hubs and approved e-commerce sites. Jackets,…
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