United Athletes FX launches the world's first athlete-owned sports brand

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United Athletes FX : Square
United Athletes FX : Square
LIVERPOOL, U.K. - June 16, 2020 - PRLog -- Uited Athletes FX has launched the world's first athlete-owned sports brand. For the first time, active sporting professionals will have direct control over their interests and power to determine the future of their sport. Professional cross-functional fitness (FX) athletes came together in an unprecedented move to create United Athletes FX, in response to recent controversial remarks made by the CEO of the sport's only brand. Their motto is 'strength and honour' to reflect their binding values.

"No professional, athlete or otherwise, should be forced to choose between protecting their values or protecting their livelihood," said Helen Rankin, Chief Executive of United Athletes FX. "When one brand has a monopoly on the sport it makes it impossible for athletes and box owners to act without damaging themselves and the sport as a whole. Our immediate priority is to help box owners safeguard their business."

Current box owners will be able to join United Athletes FX as affiliate members for a nominal administration fee. The benefits of their membership will include business coaching to help support them during the COVID-19 pandemic, competitive events and leagues to help them retain their customers, fitness programming, branded marketing support, and a voice in the direction of the brand.

"To grow the sport we need more brands in the game. Ultimately, we want to create space for athletes, box owners and fans to lead the sport – on and off the field. They have a right to determine the future of a sport they care so passionately about and have invested so much commitment," said Helen.

As a first step to legitimise the sport, United Athletes FX has introduced brand-neutral language to help people talk about the sport they are passionate and proud of. These terms include:
  • Cross-functional fitness: to identify the sport
  • FX: an abbreviation to identify the sport
  • FX athlete: anyone who takes part in the sport
Further details and names of the athletes involved will be included in the official brand launch event. Date to be confirmed.


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Page Updated Last on: Jun 17, 2020

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