The UFC recently came into a partnership with clothing giants Van Heusen. Van Heusen became the first clothing company to ever sponsor the UFC. The deal which came to the UFC via through their new owners the WME-IMG. The partnership is all set to become official on August 4th, i.e. the day of UFC 227. To further promote their a new flexible clothing line created by Van Heusen it relied on it’s newly formed partnership with the UFC. Thus, the company has created an advertisement which stars the UFC bantamweight champion T.J. Dillashaw and former UFC welterweight title contender Stephen ‘Wonderboy’ Thompson.
In the ad, Thomspon and Dillashaw can be seen wearing formal office clothes working across each other when Dillashaw is irritated by the noise made by Thompson. This led to a full-blown brawl as both fighters start swinging. They both manage to land good shots displaying the flexibility of Van Heusen’s clothes before the fight ends with Dillashaw slamming Thompson on a table.
It should be noted that the partnership begins with UFC 227, a PPV which is being headlined by Dillashaw. However, the CMO of PVH Heritage Marketing (parent company of Van Heusen) was quick to claim that Dillashaw starring in the ad and the partnership beginning from his PPV was a mere co-incidence and wasn’t planned. Here’s what he told Adweek:
We didn’t plan it this way but T.J. will be in a title fight for a pay per view event, as part of the sponsorship with UFC, we wanted to be in the space, we wanted to be endemic and inside the space.
You can watch the ad below: