It was only a matter of time.
Adidas has joined competitors and fellow athletic gear giants Nike and Reebok in the world of mixed martial arts (MMA) licensing, recently signing a multi-year deal with top regional promotion Resurrection Fighting Alliance (RFA), run by famed MMA manager Ed Soares.
Las Vegas Review-Journal first reported the news on Sunday.
The new deal will get immediate airtime for Adidas, whose logo is expected to be seen during this Friday night's (Aug. 16, 2013) RFA 9 event, which takes place live on AXS-TV from the StubHub Center in Los Angeles, California, featuring a main event of Jeff Curran vs. Pedro Munhoz for the promotion's vacant bantamweight title.
Nike is known for sponsoring Ultimate Fighting Championship (UFC) titleholders Jon Jones, Anderson Silva and Junior dos Santos, while Reebok has been running sneaker commercials for Bellator MMA star Quinton Jackson.
Adidas is no stranger to combat sports, having long covered judo, boxing, karate and wrestling under its Double D banner (see its website here). In addition, equipment for the aforementioned sports includes kimonos, boxing gloves and head gear, utilizing the I-PROTECT+ and I-COMFORT+ technologies.
Don't call it a comeback, they've been here for years.