TapouT Crew Featured in Business Week

Business Week covers the wild marketing antics of TapouT, the MMA clothing company that's synonymous with the sport.

Mask, TapouT's founder, along with 'Punkass' and 'SkysKrape' have created a marketing model that is far from conventional.

"Last year privately held TapouT posted sales of $25 million. This year they'll be closer to $100 million, predicts TapouT President Marc Kreiner. The company in October brought in talent and sports marketing heavyweight Creative Artists Agency to help plan new ventures. Next up: TapouT branded shoes, sunglasses, energy drinks, and even a comic-book series based on the life and times of Mask, aka Charles Lewis, and his real-life buddies and raffish business associates."

Aside from their successful clothing line, TapouT has branched out farther with their own television show on the Versus Channel. My favorite episode was last season's episode #2, entitled, "Little Fireball" which featured Chuck Liddell's good friend and training partner, Antonio Banuelos. In that episode we got a chance to go inside Chuck's home and see a glimpse of his party lifestyle. Overall, the show is a fascinating look into the trials and tribulations of upcoming fighters.

Here is a clip from that episode featuring an insane workout routine orchestrated by The Pit's John Hackleman.


TapouT Holds the Ring in a Scrappy Game (Business Week)