Australian mixed martial artist and UFC Light Heavyweight Tyson Pedro takes center stage in Geedup's latest campaign, "Proud To Be A Problem." The unisex collection drops exclusively online tonight at 6:30pm AEDT.
The partnership celebrates both Pedro's journey from Western Sydney to UFC stardom and Geedup's rise as a global streetwear phenomenon. With Geedup and Pedro hailing from Western Sydney, both entities embody the spirit of go-getters and underdogs who refused to accept defeat.
The campaign was shot against the backdrop of Sydney's Inner West, and captures the UFC fighter alongside his father, John Pedro. Speaking of working with the Geedup crew Tyson Pedro said, "[It's been] a breeze and something I thoroughly enjoyed. Not only do I love their gear, but the boys were born and raised [in] the area. The alignment couldn’t have been more perfect."
Speaking of the campaign, Geedup founder Jake Paco said, "Proud to be a problem is a term of endearment. To be a problem is to go against the grain, to challenge and create competition. Knowing Tyson from the West, this is an important opportunity to highlight our roots and our shared values and love for West Sydney."
The collection dropping alongside the campaign consists of 19 pieces, including premium tees, jerseys, shorts, and technical apparel.
Founded in 2010 by Jake Paco, Geedup initially aimed to create a positive community for young people. Today, the brand has ammassed a global cult following, with offices in Sydney, Los Angeles, and London.
