MMA/action sports crossover: BJ Penn + RVCA

Mixed martial arts and surfing both occupy special places in Hawaiian culture, so it makes a lot of sense that RVCA has been sponsoring UFC fighter BJ Penn for years. With BJ's profile higher than ever, they've launched a new collection at Hawaiian retailer Aloha Army:

In anticipation for the Ultimate Fighting Championship’s BJ Penn versus George St. Pierre rematch, tentatively scheduled for December 2008, Aloha Army is proud to offer the limited-edition, BJ Penn Collection by RVCA clothing. With these accolades in mind, RVCA is releasing a line of clothing inspired by BJ Penn and aligning with its Balance of Opposites campaign. This limited-edition RVCA line features 13 pieces.

My take
RVCA is one of the very few brands that are super credible and endemic in both action sports and MMA. For example, their "Scrap and Destroy" shirt combines references from both sports: the legendary Thrasher "Skate and Destroy" shirt with BJ's "Let's scrap" slogan in a way that feels totally natural. Look for other brands to fuse the sports like this in the future.