In the early days of MMA, a small clothing company in Signal Hill, California rose to become a big name in the hardcore fashion genre. By sponsoring big names in the UFC, such as Georges St. Pierre, Randy Couture, and Quinton Jackson, as well as heavy hitters from other hardcore arenas, Oscar De La Hoya, Shane Mosley, and Zab Judah, Affliction was able to prove that to emulate their MMA or heavyweight boxing idols, you had to wear the same clothes they wore. Affliction became the leader in the field of “Wear Your Attitude” fashion.
Launched in 2005 by Tom Atencio, Todd Beard, Eric Foss and Clifton Chason, the brand was conceived by fighters for fighters, helping to lead to the success of Affliction and some of the spin-offs that would develop through the Affliction business model. . had created. Sinful, an Affliction clothing line for women is characterized by religious expressions, such as angels or angel wings, or other symbolic imagery: doves, burning hearts, roses, and skulls are also commonly found on Sinful outfits. Xtreme Couture, a division of Affliction developed by Randy Couture and his wife Kim Couture in 2007, sells UFC apparel, as well as fitness supplies and MMA training facilities.
It wouldn’t be MMA without drama, and the Affliction brand has had its share. In late 2008, co-owner Todd Beard opted to resign after receiving a restraining order from Randy Couture’s wife. The restraining order became necessary after Beard carried out a “campaign of terror” against the Coutures because they asked him to provide a comprehensive accounting of the earnings. On the Canadian front, nightclubs in Vancouver and Victoria, BC, as well as the notorious Cowboy’s nightclub in Calgary, decided to bar patrons wearing Affliction or Ed Hardy clothing from entering the premises, claiming the clothing was a gang related uniform. Affliction responded by stating that it has no gang affiliation and that the clothing is simply a “men’s luxury boutique brand”.
After a few years of sponsoring UFC fighters, the Affliction team had a difference of opinion on business practices with UFC management. Affliction decided to become MMA promoters and formed the company Affliction Entertainment, which cost them a lucrative spot in the UFC ring. After two successful co-promoted events in 2008 and 2009, Affliction was hit with a curveball with less than 60 hours before his next event. It was rumored that one of the fighters in the main event had tested positive for steroids and would not be allowed to fight at the event. In what was likely a humiliating experience, the Affliction team decided to accept the UFC’s earlier offer of advertising space in the Octagon and UFC fighters, provided all fight promotion operations ceased.
UFC President Dana White said in a statement: “We are excited about the return of Affliction to the UFC and look forward to seeing our fighters once again step into the Octagon wearing Affliction brands. Affliction is an innovator in blending fashion with this sport, and we look forward to working together to promote the sport.
