Performance sports apparel juggernaut Under Armour announced today that it has signed UFC Welterweight Champion Georges St-Pierre to a multi-year endorsement deal. GSP will be featured as the newest face of Under Armour’s Underwear collection, including the BoxerJock and BoxerBrief lines, as well as the Recharge suit, starting in early 2010.
The monumental endorsement deal is surely a sign of things to come as more and more companies continue to make moves inside the rapidly rising world of Mixed Martial Arts. Earlier this year, St-Pierre landed his first major endorsement deal by appearing as the face of MMA in one of Gatorade’s television commercials. The signing of St-Pierre to Under Armour marks the first Mixed Martial Arts athlete to land a major deal with the athletic apparel giant.
As the MMA fashion scene continues to expand, this recent announcement is the first major step taken by one of the industry’s leading sports apparel companies to tap into the world’s fasting growing sport. The question is – who else will follow suit and also step inside the cage to square off against Under Armour?