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 Spencer Kilco reporting for £4£: The best for MMA News, Views and Reviews
I recently met up with London based clothing company Instinct. Too often are brands like this one faceless so I relished the idea of getting to know one of the men behind the company. We met at his office and immediately it hit me how much this company loved MMA. Memorabilia and sponsored fighter shorts and gloves where hung up everywhere.
Matt Donovan, along with CEO War Pig, only begin trading at the beginning of this month but already have 118 sponsored fighters and what sounds like a very lucrative partnership with SPI: Helsinki. So what made Donovan want to start a MMA Clothing Brand?
“We started Instinct because of pride. When you build something successful, it’s a great feeling. We had a vision, were able to execute it and now can reap the benefits of saying ‘we did this!’” Donovan went on to say that War Pig is a great inspiration for everyone in the company. “He designs all of our clothing. If anyone is looking for a design or avatar be sure to talk to him and I'm sure he could help you out however you need.”
If 118 fighters already I asked him how he approached he’s relationship with a newly signed fighter. Donovan was clear it is strictly professional! I guess no time for friends for this young up and coming company. Donovan doesn’t even have favourites “We like all of the fighters we sponsored.” But I pushed him and eventually found out his personal favourite sponsored fighter is Renan St Juste. “Well if I had to choose one then I'd say St Juste because he is a top 10 p4p fighter and the highest hyped fighter that we have sponsored to date.”
So what does a Brand look for in a fighter?
“I would say the two most important factors we look for are uniqueness, and timing. I’ve seen fighters land clothing/supplement sponsor because they happened to know the right people. We sponsor fighters due to their unique ‘reach’ on social media and ability to market and promote things. I would say that fighters should strive to show their personal uniqueness, whether it be personality or fighting style, so fans are attracted to them. If the fighter attracts attention, they become desirable to us and other sponsors.”
There focus on the fighters is what will this company upwards to become one of the best MMA brands around. The true reason for my interview became clear as Donovan announced instincts’ fighter incentive moving forward:
“We would like to announce a challenge to our sponsored fighters. It's called the Anderson Silva Instinct Award Challenge. The challenge is for the first fighter, who must be signed by us, to achieve ten successful title defences will receive, two freebies of their choice, a custom trophy and a $150,000 sponsorship out of my own pocket. Good luck! And trust your instincts.”
I wish I was a top class fighter now! Oh well. But it will be interesting to see how much this influences Instinct sponsored fighter to train and fighter hard. And how many of them will be motivated to achieve contender status within the coming months. Thank you Donovan for the chat and good luck taking over the world with your brand. I defiantly have three shirts ordered and in the post.
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