Our good friend Marcos from Fighthubtv.com spoke with Erik Paulson, one of Brock Lesnar’s coaches, multiple time Shooto champion and owner of CSW training facilities in Fullerton, CA. He talks what happened in between rounds during Lesnar’s fight with Carwin, what happened backstage and the challenges Cain Velasquez brings.

Another awesome film by Bobby Razak. Follow him now on twitter.

TapouT Gym Commercial by Bobby Razak from Bobby Razak on Vimeo.

by: Pete Ulatan x MMAMIXER.COM

If you were paying attention to UFC 118 last weekend, you might have noticed the heavy KMart branding being displayed on Sinister fighters. Sinister Brand has recently announced their exclusive distribution with the big box retailer. Is this a good move for a brand who’s legacy is as synonymous with MMA as other brands such as Tapout?

Let’s take a look.

Sinister Brand began as a grassroots lifestyle company, catering to the  urban nightlife party culture of Los Angeles. However when famed MMA Manager Ed Soares was given the opportunity to buy the company, he was able to take it from its roots and tie it into the MMA landscape (by sponsoring athletes such as Chuck Liddell and Rampage Jackson). From their, the Sinister label has been branded on other legendary fighters such as Anderson Silva, Lyoto Machida, The Nogueria brothers, Jens Pulver and many more. Doing so, solidified the companies legitimacy in the Mixed Martial Arts Industry and gained a solid foundation with its fans.

KMart (who merged with Sears Holding Corporation-SHLD in 2004) on the other hand, has been a struggling big box retailer. With a -.90% quarterly revenue growth rate (behind Target (3.10%) and Walmart (2.80%)), it’s not a stretch to assume the company has brought in the UFC brands in hopes to elevate its growth.

However, will this be enough to pull in a new demographic to their stores?  Are MMA fans going to rush to KMart’s nationwide to purchase MMA merchandise? Many of our twitter followers (via our impromptu Twitter question of the matter) say no.

Why is this so?
To put it simply, the relationship of MMA and Kmart doesn’t seem fit. First of all, KMart, who’s branding has been built over 100+ years doesn’t necessarily scream MMA. In addition, the public perception of the company has been rocky within the past decade. Many American consumers view the company as a lower level store with cheap merchandise, in addition to bankrupt or struggling.

In 2002, the company filed Chapter 11 and in 2003, “shares of the old Kmart, which traded under the ticker symbol KM, expired with no value on May 6″, of the same year. (M.Krantz, USA TODAY)

Therefore it’s no wonder why many MMA fans would not even think twice about shopping at Kmart.

The Outrage
Given the KMart public perception, many other companies associated with MMA will have to think twice about how they do business.

For those who don’t know, brand perception is everything. What I’m talking about is, everything about your brand will have to have a consistent language.  All avenues associated, from your merchandise, website, company presence and especially where it’s sold. Your customer reach will only go so far to support you, as long as you stay true to what brought you to the party.

One such company who is against the dealings with KMart is Triumph United:

Ok.. KMART IN THE UFC?????? You may possibly never see T*U in the UFC again because of this… HORRIBLE, we have higher standards they should too.

Triumph United recognizes how being brought into Kmart will hurt their brand. They have built a strong and loyal boutique/mma/skate shop style following and being brought into the retailer will ultimately cut their roots, causing a disconnect with their target customers. Essentially, it would kill their brand.

The ramifications of such a move for other MMA brands also have to be recognized. I am not saying every brand will have to think as Triumph does. However, what they will have to think about is how their business model will fit being sold inside a retailer such as Kmart. If it works, its good. If they are struggling and need a way out, it’s even better. However if the brand is established with a firm grasp of identity, that is when they would have to think twice.

The Urge
Whether we like it or not, Sinister Brand will be sold in KMart. Therefore, we urge and implore all of you go support and respect Sinister Brand’s decision. Go out to your local KMart and see how Sinister is displayed and also continue to buy Sinister merchandise while you’re at it. Who knows, maybe this will be a great move for the company…. just like what Target did for Mossimo.

Episode 47 aired on 8/23/10. However we didn’t know about this till our friends over at Fisttacuff told us about the episode. Sorry, but we can’t be everywhere all the time, but we thank our friends and fans for letting us know about things like this.

In this episode, our very own Miss Monday gets interviewed by Ariel Helwani to discuss her involvement with Tokyo 5 and the UFC Fan Expo in Boston. In addition, she also talks about MMAMIXER and KENDA PEREZ DAY! The episode also features Frank Mir, Pat Miletich and Robert Drysdale. Enjoy!

Thought you all might love this. Happy Hump Day!!!

by: Pete Ulatan x MMAMIXER.COM

Just prior to his departure for the UFC Fan Expo in Boston, MMA superstar and my friend, Frank Trigg tweeted of a ” ‘shakeup’ in the MMA clothing industry.”

Perhaps he was talking about this pressing news. Various sources, (MMAPRIME.TV and MMA News Leak) have reported rumors (as of 12am on 9/1) to two leading MMA brands: Tapout and Silver Star Casting Company being sold to “a huge buyer”.

MMA News Leak mentioned:

It is rumored that the potential buyer is either Authentic Brands Group or Warren Buffet’s group – Berkshire Hathaway.

If this is true, what does it mean?
(As I write this) mind you, everything is up in the air and we are awaiting for an official statement(s) as to the state of the matter. However, it wouldn’t hurt delving into the ramifications such news may cause in the MMA clothing industry.

Why would a huge buyer (case in point Authentic Brands Group or Berkshire Hathaway) look into purchasing an MMA brand?
Well it’s simple really. It’s all about money. If you’re an MMA fan (and even if you’re not), you know our sport has grown exponentially since the first season of The Ultimate Fighter. In addition with it, all associated avenues of revenue has grown as well. I’m talking about venues, advertising, online websites, media, collaborations with other industries and especially merchandise. Therefore, it doesn’t take a genius to see our sport is a money making conglomerate. In addition, it doesn’t hurt that MMA has grown despite our nations recession and economic downturn. So when asking about the why of the matter, you need not look further than that.

Tapout, has been a staple in the industry since it’s inception. Thus, their brand following and distribution is so strong, the brand itself has become synonymous with MMA. Being such that their brand has been literally etched into the fabric of the industry, it’s no wonder why a huge buyer would have their eyes set on the biggest target they could find.

SilverStar on the other hand, is another brand who’s popularity skyrocketed their brand presence during UFC’s ban of Affliction some years ago. Their tattoo ladened fashion style, coupled with their support of the industries top fighters proved to be a winning factor among the key MMA demographic from 2007-20010. With that, SilverStar Casting Company easily moved into the number 2 position in many MMA fans eyes.

What does this mean?
The possible buyout from ABG or BH could go many ways. However I will only looking two primarily directions this milestone may lead: either the death or added strength of the respective brands.

1) Death of a Brand: Throughout the years, it has been well documented how, passionate and strong the MMA demographic can be. Whether it be towards a fighter, a promoter or an MMA clothing company, we all have seen how fans can sway either direction with a snap of the finger.

How many clothing companies that have entered this industry 2 or 3 years ago are still around? Companies such as Stagr, Mar, Eternal Unlimited (just to name a few) have tried and failed in this industry. However strong brands such as Tapout and SilverStar have endured. Why? Because of smart brand building. However, will their buyout prove to be a nail in the coffin for the two industry juggernauts?

Again, the question (given the volatile nature of MMA fans) is, will fans continue to support the brands after knowledge of being sold to a bigger conglomerate?

What’s Tapout without Punkass and Skrape carrying on Mask’s legacy? Knowing that, will MMA fans continue to support a brand who’s backbone was bought? Will they be seen as sellouts? Time can tell, but this may very well happen.

2) Strength of a Brand: On the flipside, the total opposite may happen. Everyone knows you can basically do anything you want with money. Essentially, this is going to happen with ABG and BH. A wider distribution channel, more dollars generated towards brand building, advertising, etc… could possibly lead to a resurgence for both Tapout and Silverstar. In addition to opening the door for more MMA brands to benefit from the growth ABG and BH can offer.

One thing to note however, whoever has bought Tapout and SIlverstar will have to treat these brands as adolescent children. The nurturing of these staples in MMA will have to be handled with care if they seek longevity within the industry who has made them.

Fans can steer either direction. Case in point, many “hardcore” fans will admit (prior to this sale) won’t wear Tapout because “it just isn’t cool anymore”. Therefore, it could happen again with the fans who are wearing the brand now.

It’s a cycle, an interesting future which I am curious to witness. Many things can come of this, another brand might swoop in and take the place of Tapout and/or SilverStar, or the two brands can grow even further than anyone has imagined (i.e. Nike Status). Whatever it maybe, it looks like this is a huge milestone in the MMA industry and we are all in for a ride.

UPDATE 9.1.10: 24 Hours have passed and no official statements have been made. MMAPRIME.TV has stated their source is reputable and is still awaiting word. However, MMAMIXER.COM will not jump the gun to say the sales of Tapout and SilverStar are 100% true. This post has been made to simply discuss two possible outcomes of the rumored sales. Our statements in this post have been preferenced therefore, we (MMAMIXER.COM) are not responsible for any misinterpretations.

UPDATE 9.2.10 : MMAPRIME.TV‘s Adam Lawman now reports -

New reports are coming out that the potential deal TapouT is working on could be with Authentic Brands Group, a newly formed brand development and licensing company. Authentic Brands Group’s other investments consist of Polaroid, The Sharper Image and other large brands. The group is also rumored to be making a deal with Silver Star Casting Company, another mixed martial arts clothing brand.

If the deal went down with ABG, or even Buffett’s group Berkshire Hathway, then most likely it is just a selling of the brand and not the full company itself. These types of business deals usually consist of increasing the already proven company with wider resources to continue that company’s growth.

I don’t yet think it’s time to whistle the alarm for a fall of the TapouT empire. I’d assume that “Punkass” and “SkySkrape” will continue to be a part of the company, being that it’s most likely just a sale of their brand (or a percentage of it).

Read more: http://mmaprime.tv/2010/09/01/mmaprime-tv-exclusive-mma-clothing-giant-tapout-sold/

I would have to give everyone who participated in this props. 10 second speed dating with one of the most beautiful women in MMA, Kenda Perez takes a lot of balls. In this video, you can see what these fans had to endure, spending 10 precious seconds of their lives trying to impress Kenda. I don’t know how I would have done in this situation, but it’s awesome nonetheless. Props to Tokyo 5 and MMAMANIA for putting this on for the fans.

Tokyo Five Speed Dating Contest with Kenda Perez from Harris Masood on Vimeo.

This has got to be one of the most hyped and intense UFC trailers ever made. Don’t blink indeed.

via THE UG

Saturday, September 25
Conseco Field House
Indianapolis, Indiana:

Main Card
Frank Mir vs. Mirko “Cro Cop” Filipovic
Ryan Bader vs. Antonio Rogerio Nogueira
Chris Lytle vs. Matt Serra
Evan Dunham vs. Sean Sherk
Melvin Guillard vs. Jeremy Stephens

On Spike:
C.B. Dollaway vs. Joe Doerksen
Matt Mitrione vs. Joey Beltran

Prelim card:
Thiago Tavares vs. Pat Audinwood
Waylon Lowe vs. Steve Lopez
T.J. Grant vs. Julio Paulino
Mark Hunt vs. Sean McCorkle

Ahhh yes! Another Kenda Perez Day! We hope you all have a great week.

<3 ya Kenda!

by: SAMMY PEREZ via SAM ALL JAM’s SLAM x BUDOmma NYC

In what was a highly anticipated fight card, UFC 118 turned out on one hand to be quite predictable, yet on another not so much. The intrigues of the rematch between lightweight champion (155lbs.) Frankie ‘The Answer’ Edgar (13-1, 2 KO’s 3 subs) (pictured at left) and former champ B.J. ‘The Prodigy’ Penn (15-7-1, 6 KO’s 6 subs) proved to be just that, but the outcome was nothing anyone saw coming.

While the first fight was a very close, highly disputed decision win for Edgar, this one was another decision win for the champ. However, this time there was no disputing the decision. Edgar completely dominated a totally focused Penn right from the start, beating him to the punch, taking him down at will, which no one had ever done so much before at lightweight, and simply outclassed the former champion. Other than Georges St. Pierre @ welterweight (170lbs.), no one had ever defeated Penn so handily.

Edgar silenced the naysayers and solidified his standing as the true champion of the weight class. Up next for the champ, the only fighter to give him a blemish on his record thus far, Gray ‘The Bully’ Maynard. Maynard (10-0-1, 1 KO) “bullied” (no pun intended) his way to a #1 contender spot, by grinding out a workmanlike unanimous decision over previous two-time #1 contender Kenny ‘Ken-Flo’ Florian (13-5, 3 KO’s 9 subs) who was fighting in his hometown of Boston.

In the co-main event, what was arguably the most predicted outcome of the entire card came to pass as UFC Hall of Famer Randy ‘The Natural’ Couture (19-10, 7 KO’s 4 subs) faced Boxing legend and champion James ‘Lights Out’ Toney in what was Toney’s first Mixed Martial Arts fight. While boxing skills are a significant part of MMA, being solely a boxer would prove no match against an experienced MMA fighter, especially one whose specialty is wrestling.

Couture didn’t even take one punch as he shot in on Toney for a single leg takedown and got it within the first 30 seconds. The next two minutes was Toney experiencing his worst nightmare, which was an experienced grappler in mounted position on top of him, raining down punches and working for position. Eventually Couture set up an arm triangle choke, locked it in and Toney immediately waved to the referee to let him out.

To Toney’s credit, he weathered the storm a whole lot longer than I expected as I figured he would panic, hyperventilate and tap immediately once Couture got on top of him. He did not and while the outcome was inevitable, he fought back admirably as best as he could. While he did not say that would be his last MMA fight, Dana White said it would be his last in the UFC as he stated he would not experiment with boxers in the cage in the future, regardless of who it is. “I don’t care if it’s (Floyd) Mayweather or anybody else.”

I have a feeling Dana will come to eat those words at some point. While I think he feels content that MMA came out on top and that he has nothing further to prove, he’s still a promoter at heart. Thus, first, foremost and ultimately it’s always going to be about money. Therefore, if an opportunity to make money with a boxer in the future should present itself, well ’nuff said!

That said, I hope Dana does stays true to his word and never let’s another boxer in the cage. I love and respect both sports deeply; thus I don’t feel there is any need for either to face each other. Yes, they are both combat sports, but they are two totally different entities. Therefore, this continuing question as to which sport or fighter is more dominant is irrelevant. It is apples and oranges and we should appreciate both for what they are and more importantly for what they bring. To us hardcore fans, that is joy.

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Sammy Perez is a columnist for Budo MMA NYC and his own blog: SAM ALL JAM’S SLAM