An after dark trend kit for the biggest name in mixed martial arts

The UFC has effortlessly positioned itself not only as the worlds leading combat sport organisation- but as a global lifestyle brand By standing for the timeless values of blood, sweat, tears, triumph and tribulation.

With this in mind, the UFC asked Fluid for some original creative that would help extend and activate the UFC brand at retail. As the power of UFC's brand lies with it's athletes, legends, heroes and their moments of monumental achievement- we had to find a way of honouring individual athletes whilsts staying loyal to UFC's overarching brand identity.

Our result was stark, sharp and arresting with vibrancy at it's heart.

The Power of Competition

The UFC are well aware not just of the versatility of their brand but it’s potential to inspire and motivate an ever growing global community of die-hard followers. We had to live up to this expectation.

The Power of Competition

The UFC are well aware not just of the versatility of their brand but it’s potential to inspire and motivate an ever growing global community of die-hard followers. We had to live up to this expectation.