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Tapout Goes From Niche to National

Talk about Fit-spiration! Here’s how one company evolved from a niche business into a worldwide fitness brand.

Spotlight On: Tapout
WWE, Inc.

Looking for workout apparel that’s as tough as you are in the gym, yet stylish enough to wear out to brunch with friends? Lifestyle fitness apparel is everywhere these days, but one surprising brand is breaking through with active women.

Tapout may have its roots in mixed martial arts (the name itself stems from an MMA term that signals a fighter’s submission in a match), but it has quickly evolved into a performance apparel brand centered around the core principles of motivation, discipline, and determination.

Authentic Brands Group (ABG), which took ownership of the brand in 2010, pivoted toward a focus on outfitting fit women through a partnership with WWE when the two companies created a joint venture in 2015. Even better, with WWE Superstars like Charlotte Flair on the women’s side and John Cena on the men’s, the company’s designers get firsthand reaction about what really works on the gym floor.

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“As the official fitness and training partner of WWE, Tapout is worn by WWE Superstars during their fitness and training regimens,” says Casey Collins, WWE Executive Vice President, Consumer Products. “This gives us the unique ability to get feedback on Tapout products from some of the best athletes in the world.”

The ever-growing, fashion-forward women’s activewear line includes printed leggings, tapered hoodies, mesh cut-out tanks, sports bras and shorts with an emphasis on both versatility and performance, made with high-tech materials like moisture-wicking fabrics and compression technology. And Tapout is expanding into other athletic-focused areas, including footwear (look for women’s workout sneakers to hit in fall 2017); performance underwear, sunglasses, water bottles, and fitness equipment like weights, jump ropes, and more.

You can even get fit at a new Tapout gym, with franchise locations in New York City; Woodland Hills, CA; Norcross, GA; and Raleigh, NC. Another eight to 10 gyms will open across the U.S. this year.

“Everything we do goes back to Tapout’s brand mission: ‘to inspire the athlete in every individual,’ ” says Nick Woodhouse, President and CMO at ABG. “We are committed to delivering on that promise.” 

Shop the full Tapout Collection at tapout.com.

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