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:
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…
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