Since he entered the UFC octagon, Rich Franklin and American Fighter have been synonymous with each other. Initially, Damage Wear Inc. co-founder Jeff Adler approached Franklin as a sponsor, but the relationship eventually led to Franklin becoming a co-owner and the emergence of the American Fighter brand spawning from Damage Wear. Just as Franklin’s career has taken off inside the octagon, so too has the American Fighter brand outside of it. For Franklin, the sky is the limit as far as he is concerned. With a growing roster of fighters and product, Franklin took the time to discuss what his role is within American Fighter, what the brand is all about and where he would like to see it go in the future.

Gymtops: Your relationship with American Fighter began when co-owner Jeff Adler initially approached you as a sponsor. What initially attracted you to the company?

Rich Franklin: In the beginning “Damage Wear Inc.”, the corporate name of the apparel company was sponsoring me for local shows before I got into the UFC. After I got the call for my first UFC fight we got together and created the American Fighter name and from there I saw the potential of where this brand could go so we partnered up and here we are today.

Gymtops: American Fighter was initially known as Damage Wear. What brought about the name change?

Rich Franklin: Basing this off of the first question, when I got the call for my first UFC fight we wanted to think of something for me to wear that would instantly recognizable and easy for people to get so we sat around thinking and thinking and thinking and thinking. Finally I left Jeff’s office at his Martial Arts school and on my way home he called with the idea of “American Fighter” takin from “American Pie” the movie. I put the “One time at fight camp…” spin on it and he added the “Rated D for Damage” to pay homage to the Damage Wear brand and well, you know the rest.

Gymtops: Your role with American Fighter has changed considerably from initially being a sponsored fighter to becoming a co-owner, do you see your role changing again once your fighting career ends?

Rich Franklin: I pretty much will always be in the type of role that allows me to be one of the public figures of the brand while Jeff runs the company as a whole, so as far as administration stuff, the design/apparel, and anything that comes with running a business, he will take care of that and we will keep marketing the brand with myself and others that are the face of the brand to continue it’s growth.

Gymtops: Since taking on an ownership role within the company and basically being the face of the company through appearances and speaking engagements has it had a significant effect positively or negatively in your ability to properly prepare for your fights?

Rich Franklin: It hasn’t affected my preparation at all. Jeff runs everything and when I am in preparation for a fight I don’t get involved in anything other than my training and Jeff and I have that understanding and it has worked well.

Gymtops: Despite the tough economic times, mixed martial arts has continued to flourish both inside and outside the octagon/ring. MMA fans both new and old have so far been quite loyal to the promoters and sponsors, have you noticed that at American Fighter?

Rich Franklin: Yes, definitely. Although the economy has definitely hit us a little we continue to get support from the fans of the sport and bringing in new customers and fans everyday. We are in a great position and doing very well. We have a lot going on and traveling almost every weekend to promote.

Gymtops: What has been the biggest learning experience since becoming the co- owner of an apparel business?

Rich Franklin: Probably the whole sense of what it really takes to grow and operate a business and the hurdles it takes to keep things moving with the economy, your competitors and just in general how difficult it is. You definitely need commitment, patience and determination to make it work.

Gymtops: American Fighter has a significant roster of sponsored fighters. Are you always looking for new fighters to sponsor?

Rich Franklin: Yes, we are always looking and recruiting. We sponsor pro and amateur fighters. We have licensed American Fighter MMA gyms in South Carolina and Philadelphia, with more coming and that provides an instant roster of competitors that support the AF brand along with the top tier pro fighters like Keith Jardine, Matt Hamill and others. You can see a list of our roster on www.americanfighter.com .

Gymtops: Recently you partnered up with Silver Star for the release of your last two walkout shirts. How did the partnership develop and has it worked out the way you thought it would?

Rich Franklin: They wanted to sponsor me and the only way we would do it is if we co-branded with American Fighter and partnered on the deal so that’s what we did. It has worked out great and the silver star team are really good to work with.

Gymtops: Do you have any specific short term and long term goals you would like to see American Fighter achieve?

Rich Franklin: Obviously we want to keep growing the company and increase our exposure to everyone we can. American Fighter is popular in Canada, UK, Ireland, Australia and other places, despite the name being “American Fighter”. Our goal to be a lifestyle brand that people can associate themselves with and feel proud to be who they are and express what they are fighting for. We do a lot of work with the military, the Disabled American Veterans, and other organizations. We are “America’s Brand” and the message is in our definition: American Fighter (n): One who overcomes against all odds, One who never gives up. A person of character who does not accept defeat.

We have lots of great gear on www.americanfighter.com with discounts and promotions going on all the time. Also you can sign up on twitter to follow myself and American Fighter at “FollowAce” and “DamagewearAF“.

We’d like to thank Rich Franklin and Jeff Adler for taking the time from both of their hectic schedules to sit down and answer a few questions. This interview was conducted by Corey Connolly, Gymtops.com newest team member.

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