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XYIENCE introduces t-shirts inspired by MMA arts

06
Oct '10
XYIENCE introduces the first phase of a new line of co-branded apparel with its team of mixed martial arts (MMA) superstar athletes Wanderlei Silva, Matt Serra and Dan Hardy. The collection includes four 100 percent cotton t-shirts inspired by the unique personality of each MMA fighter.

XYIENCE, maker of Xenergy, the official energy drink of the Ultimate Fighting Championship (UFC), created the collection to connect MMA fans to its fighters. “We're fortunate to have three of the most well-respected and iconic fighters on our team,” says John Villari, XYIENCE's creative and interactive director. “Each design was inspired by the athlete and his story, so we feel it will resonate with the fans,” he says, adding that he and his team of artists worked closely with each fighter in developing the designs. “All three fighters value their relationships with their fan base, so they took this project very much to heart.”

One of the most internationally recognized athletes in MMA, Wanderlei Silva's collection features two designs, The Brazilian and Wand Fight Team. The former is available in green and includes symbols of Silva's Brazilian heritage and his personal philosophies written in his native Portuguese: Ordem e Progress, meaning “order and progress”; on the back is Deus e Feil, “God and faithful.” Wand Fight Team is available in black and features the Wand Fight Team logo, representing Silva's team of amateur MMA fighters and his 10,000-square-foot MMA training academy in Las Vegas.

Matt “The Terror” Serra is a former UFC welterweight champion and The Terror shirt comes in black and features the XYIENCE and Serra Brazilian jiu-jitsu logos in red. Serra, the first American to receive a black belt in Brazilian jiu-jitsu under the legendary fighter and coach Renzo Gracie, runs two Serra Brazilian jiu-jitsu academies in New York.

British welterweight Dan “The Outlaw” Hardy is formally trained artist sometimes called “The Picasso of Pain.” The Outlaw shirt is available in black and its design reflects his personal style and brand.

Villari is enthusiastic about the collaborative effort for his own special reasons. “We talk a lot about XYIENCE supporting the MMA lifestyle—and it really is a part of our corporate culture,” says Villari, who enjoys training at a local MMA gym in his free time. “Everyone in the office is a huge fan of the sport of MMA and our team. It's exciting for us to work on projects that enrich the lives of the fans, because we're included in that group.”

XYIENCE is the official energy drink of the Ultimate Fighting Championship (UFC). Xenergy, is one of the fastest-growing in its category. XYIENCE also produces supplements that provide ultimate nutrition for peak performance.

XYIENCE


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