CEO Dana White added extra benefits for UFC 300, citing the historical significance. This included a major thematic change in fight bonuses. An increase in performance bonus happens every once in a while. However, giving into fighters’ long-running demand for custom fight shorts remains a different thing. Now, Leon Edwards joins the trend before his UFC 304 rematch with Belal Muhammad.
Leon Edwards won the title nearly two years ago with a dramatic head-kick knockout of Kamaru Usman. After a rematch, he consequently outworked Colby Covington in a grudge match for a second title defense. Now, when he makes the walk for the UFC 304 main card, ‘Rocky’ will rock green custom shorts with UK and Jamaica themes.
The decision to include custom shorts and fight kits had stunned the mixed martial arts world. UFC 300 “Adrenaline Unrivaled” gear saw several fighters with Official Venum Kits. Following Sean O’Malley’s custom shorts for his maiden defense, fighters donned brand-new looks for the landmark event. Consequently, the trend has continued. Dustin Poirier came next; now, even Paddy Pimblett wants one.
As a result, with UFC’s eighth pay-per-view event of 2024 returning to the Island Kingdom, English fighters are getting their shorts. ‘Baddy’ gets his Men’s UFC “Adrenaline Unrivaled” by Venum-Orange, along with kits and a hoodie. Meanwhile, Edwards gets to represent his heritage and defend his welterweight crown.
Why concord between fighters’ origins and brand representation matters: A case in England
It matters because it mixes cultural sentiment and brand value representation limits. Even before UFC 304, Max Holloway advocated for floral shorts promoting his Waianae, Hawaiian culture. As have many others along the line, and as will Leon Edwards.
In the wee hours of October 2004, Edwards was 13 when his father was shot and killed in a nightclub in Croydon, London. A native of Kingston, Jamaica, he had moved to the Aston area of Birmingham at 9 with his father to get away from past traits of “questionable activities.”
Cultural expression X English top draw. Leon Edwards fits the bill (Source: UFC.go.com/X/talksport.com)While the journey has been a tough one, the Team Renegade BJJ & MMA champ maintains a close relation to his roots. His choice of color for his compressed shorts touches on his heritage and where he came from. With the UFC returning to England, it is also a brand-playable skin for EA Sports™ UFC®, for Fight Week content.
UFC 85: Bedlam, UFC 89: Bisping vs. Leben, UFC Fight Night: Silva vs. Bisping, to UFC Fight Night: Blaydes vs. Aspinall or UFC 286. Be it numbered pay-per-view cards or local grinds, the UK has been a top spot with big non-domestic gates.
Hence, the concord matters. It makes sense Edwards and Pimblett, native fighters, got their wishes for custom shorts as the top draw on the bill. More to that theme, Englishmen Michael Bisping and Michael Page (additional) will join Jon Anik and Daniel Cormier for play-by-play duty.
