The Combat Sports division of apparel giant Adidas Adidas is an area that the company has highlighted for expansion. Its first major move was signing Ultimate Fighting Championship Welterweight division fighter Robbie Lawler to an endorsement contract. Adidas still features Lawler and the #ruthless hashtag on the main page of its Combat Sports division, which also promotes boxing, jiu-jitsu, judo, karate, kick boxing and taekwondo. It has just added another UFC fighter to the fold with the signing of middleweight Luke Rockhold to a partnership.
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