The evolution of MMA has brought about a significant shift, and with it, a loss of the sport's raw and unique essence. One aspect that has taken a backseat is fighter apparel, which used to be a vibrant canvas for individual expression.
During the 2000s, every major UFC fight saw athletes collaborating with brands to create signature shirts and personalized fight gear. This era gave rise to iconic brands like Affliction and Tapout. Among them was RVCA, co-founded by Pat Tenore, a lifestyle brand with roots in skateboarding and surfing. Tenore's love for jiu-jitsu brought him into the MMA world, leading to collaborations with key figures, most notably UFC Hall of Famer B.J. Penn.
"I was already immersed in the jiu-jitsu community, closely associated with the Carlson Gracie team and Vitor Belfort. When RVCA began, it was a lifestyle brand encompassing surfing, skateboarding, art, and MMA. We were pioneers, and introducing MMA to our brand had its challenges. Some surfers and skaters were skeptical, but over time, people understood the integrity of our vision. MMA has come a long way, thanks to pioneers like the Fertitta brothers and Dana White. It was a risky move back then, as MMA was illegal in most states," Tenore explained.
Tenore designed Penn's iconic black belt fight trunks, a symbol of his image. This was a time when MMA was striving to emerge from the underground and gain mainstream acceptance. Associating with MMA was a bold move, but Tenore saw an opportunity to support the athletes he had bonded with.
"It hindered our growth initially. People didn't grasp the concept at first. We had these magical fight tees and shorts with B.J., which started a trend, but we weren't a hardcore fight brand. We were part of the subculture because of our passion for the sport."
While some UFC fighters still collaborate on custom gear with brands like Full Violence, the landscape changed dramatically in 2009 when the UFC introduced a tax on sponsors appearing in the cage. This was followed by the UFC's exclusive apparel deal with Reebok, which standardized fight kits for walkouts and in-cage competition. Fighters were now restricted from wearing certain brands or had to cover up logos with tape.
Tenore understands that it was a necessary progression, and he has no hard feelings. He knows his collaborations left a lasting impact on those who experienced that era. He has since launched TENŌRE in 2024, another lifestyle brand with a similar focus, and he continues to work with athletes like Nate Diaz, Payton Talbott, and the Ruotolo brothers.
"The individuality of walkouts is not as prominent now. It's the evolution of the sport. I understand it's a different time now, and I miss the unique walkout styles."
What are your thoughts on the evolution of MMA and the loss of individual expression in fighter apparel? Do you think the sport has gained or lost something with these changes? Feel free to share your opinions in the comments!
