Jon Jones has been announced as the new ambassador for boohooMAN.
The global retailer unveiled details of the yearlong partnership, which will see the MMA fighter helping the brand craft a "new dynamic" to its usual method of aligning with athletes and celebrities.
"Jon Jones is arguably the best MMA fighter of all time," boohooMAN CEO Samir Kamani said in a press release. "Our values and beliefs are so aligned, to be the best we can be—so this partnership just made sense. As a brand we lead by aspiration and that is at the core of every athlete. We are so excited to have Jon join the boohooMAN family, we can’t wait to be a part of his journey for the next 12 months."
In a separate statement, Jones said he was "really excited" to be partnering with the brand, who recently dropped their first-ever activewear collection.
"They're not only cool, but so comfortable and practical," he said of the pieces he had been sent by boohooMAN.
Below, see images from the first shoot for the partnership. The concept, per the company, is the idea of "movement."