Move over David Beckham. Canadian fighter Georges St. Pierre is stripping down to show off his underwear–and chiselled body.
The UFC welterweight champion has signed a multi-year endorsement deal with Baltimore-based Under Armour.
“Not only is Georges one of the biggest stars in one of the fastest-growing sports in the world, but his dedication to training and making himself the best at what he does aligns perfectly with our brand’s mission to make all athletes better,” said Steve Battista, Under Armour’s senior vice-president, in a statement. “When we found out that he was a fan of ours, we jumped on the opportunity to bring him into the Under Armour family.”
Starting in the spring, St-Pierre will become the face of Under Armour’s BoxerJock and BoxerBrief underwear, and help promote the company’s Recharge suit, designed for post-workout wear.
And befitting his Canadian heritage, the mixed martial arts star will also promote Under Armour’s ColdGear which is intended to protect athletes in cold temperatures.
St. Pierre is already a spokesman for Gatorade. And his handlers believe the Under Armour deal shows he has further penetrated the mainstream.
Mixed martial arts has exploded in popularity in recent years. But some companies have shied away from affiliating themselves with the violent combat sport.
St. Pierre, however, is a squeaky-clean athlete with Hollywood good looks who comes from a modest working-class Quebec background. One of the first things he did with his UFC winnings was pay off his parents’ mortgage.
“Pairing GSP with Under Armour is a testament to the explosive growth of MMA, and the popularity and cultural relevance of its top fighter, among consumers worldwide,” said Howard Nuchow, co-head of CAA Sports, which helps represents St. Pierre.
