Benson Henderson The day before the UFC officially announced one of the MMA industry’s worst-kept secrets – a six-year partnership with Reebok to be the exclusive apparel provider for the UFC, thus eliminating fight-night sponsorships, walkout T-shirts, sponsor banners, the whole deal – lifestyle clothing brand Dethrone Royalty sent out a mischievous little tweet : Heard uniform announcement coming tomorrow. We were never about all looking the same. We'll stay that way, thanks. #goodluckreebok — Dethrone Royalty (@dethrone) December 2, 2014 This was “just a little poke” at the UFC, Nick Swinmurn, the founder of both Dethrone and Zappos.com, told MMAjunkie. It also went ahead and let the cat all the way out of the bag, effectively announcing the announcement before the UFC could do it on its own terms. “We thought, well, we can sit here and act like it’s some big shock, poor Dethrone, or we can have a little fun with it,” said Swinmurn, who added that he knew the end of his company’s formal association with the UFC was nigh when Zuffa officials told him they couldn’t renew Dethrone’s deal for more than a six-month term.
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After ‘landmark’ UFC-Reebok deal, fighters, managers and brands wonder what’s next – MMA Junkie