Jan. 18, 2012 – Global youth lifestyle brand Airwalk is proud to announce a partnership with professional MMA athlete and media personality Jason “Mayhem” Miller.
Miller currently fights in the Ultimate Fighting Championship® (UFC) and holds more than 30 MMA wins against top fighters in the sport. His high energy and magnetic personality have also led him to a steady stream of media projects, including an upcoming role in actor Kevin James’ film “Here Comes the Boom,” host of the popular MTV show Bully Beatdown, and coaching in the past season of The Ultimate Fighter for Spike TV. Under the new partnership, Miller, represented by Ryan Parsons of Radius Sports Entertainment, will endorse Airwalk footwear products.
“Airwalk has always brought a young, fun and unexpected point of view to board sports. Working with someone like Jason is simply an extension of the brand’s personality,” said Bruce Pettet, President and CEO of Collective Licensing International (CLI), which owns and manages the Airwalk brand. “Jason is one of those rare people that transcends his sport and entertains and inspires people whether they have a direct connection to MMA or not.”
The partnership between Miller and Airwalk is one that began when he was young. Miller loved skating as a kid, and was drawn to the Airwalk brand due to its impressive team roster, style and edgy vibe. After high school, Miller moved to California where he spent his days at local Southern California skate parks.
“Airwalk is such an iconic brand,” Miller said. “The first memories I have of ‘cool guys’ were the dudes thrashing on skateboards in Airwalks. And, considering I’ve had a pair in my closet since I was 15 years old, working with the brand feels like a natural fit.”
The initial collaboration between Miller and Airwalk will be the production of a web-based video series that will explore the intersection of Miller’s life, MMA and board sports culture. Through collaboration between Miller and Airwalk’s social media networks, fans will be able to tune in and experience Miller’s Airwalk antics first hand.
A 12-year veteran of the sport, Miller has fought in a variety of organizations, most notably DREAM in Japan, STRIKEFORCE™ and currently in the UFC. Miller just finished up coaching the 14th season of UFC’s The Ultimate Fighter for Spike TV.
Outside of the MMA scene, Miller hosted Mark Burnett Productions’ Bully Beatdown for three seasons on MTV, a reality show that put real life bullies against professional MMA fighters. Miller has provided color commentary for “King of the Cage” on HDNet, has guest-hosted the syndicated radio show “Loveline” and regularly co-hosts “Mayhem Mondays” on The Jason Ellis Show on Sirius XM™.
About Collective Licensing International
Collective Licensing International, LLC, a subsidiary of Collective Brands, Inc. (NYSE:PSS), was formed in January 2004 and is the owner and/or license operator of Airwalk®, Above The Rim®, Vision Street Wear®, Clinch Gear™, STRIKEFORCE™, Sims®, Lamar® and LTD®, World Snowboarding Championships™ and Hind®. Collective Licensing International is based in Englewood, Colorado. www.collectiveintl.com
About Collective Brands, Inc.
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its nearly 4,500-store retail chain, with its brands Airwalk®, Dexter®, Champion® and designer collections Lela Rose for Payless, Christian Siriano for Payless and Isabel Toledo for Payless, among others; Collective Brands Performance + Lifestyle Group, focused on lifestyle and performance branded footwear sold primarily through wholesale and retail, with brands including Stride Rite®, Keds®, Sperry Top-Sider®, and Saucony®; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk®, Vision Street Wear®, Sims®, Lamar® and LTD®. Information about, and links for shopping on, each of the Collective Brand’s units can be found at www.collectivebrands.com.