Established in 1998, Sinister Brand is by far one of the most influential brands to ever grace the MMA scene by notably sponsoring top athletes like Anderson Silva, Chuck Liddell, Lyoto Machida and Antonio “Minotauro” Nogueira and also releasing unique style and impeccable quality fightwear. We had the opportunity to sit down with Tavis Heinzelmann and ask him a few questions about how Sinister Brand got started and what we can expect in the future. Enjoy!
How did the Sinister Brand get started?
TH: Sinister Brand was started in Down Town Los Angeles as a night life brand. Eventually Ed Soares purchased the company moving from sales agent to owner. That guy is always making moves he’s a work-aholic. Then as Ed started doing different things with the brand he got associated with some MMA guys and made the first Brand / Athlete fighter shirts. I even think he invented Tito’s flame beanie, but I’m not sure on that one. At the same time he was sponsoring Jiu Jitsu guys because he is Brazilian and its in his blood.
You guys are pioneers in the MMA gear game, what do you think about some of the newer gear making it’s way around the MMA community?
TH: Hopefully what motivates people to make gear for their sport is their desire to make money doing something they love. I think some of the stuff is great , the gloves and equipment are getting better and better. Some of the brands are a little ho-dunk for me. We know this sport is tough but people still make Brand names like “ sock your mom in the face while shes not looking “ or “ I’m a crazy killer MMA guy “ and I think that cheapens the sport. Then again we have hard enough time getting the fighters big pay checks so its a fine line between wanting new brands to develop by sponsoring guys, and not turning into Nascar and having some fighters having to wear Condom Depot because they need the money. I’m not a fighter but I know if that was my source of income I would put just about anything on my shorts as a sponsor.
What inspires the designs coming out of Sinister?
TH: A lot of different things inspire the designs from Sinister Brand. Sometimes we have a relationship with an artist and we want him to have creative freedom. When picking designs we also like to direct the art to have a theme or to send a message. Some of the things we do are just because we want to and we could care less if it catches on in a major way.
Which Sinister Brand product is your favorite and why?
I like the evolution shorts. I’m not a tall guy and when working off of my back I hate having the short show off more leg then a vegas show girl. The Evolution short was designed for the MMA user , the guy that won’t grapple in Vale Tudo but needs to be able to use them in boxing , or wrestling. I wont go into detail about its construction.
Who was the first professional fighter you sponsored and why?
TH: Jeez I think it was Carlson Gracie , you would have to ask Ed Soares about that one. I would consider that the first sponsored guy, but…
If you could sponsored any other professional fighter, who would it be?
TH: Its a toss up between Lyoto Machida and Anderson Silva, but since we have already sponsored both of those guys I would say BJ Penn.
Where do you see Sinister headed in the next 1,5, 10 years?
TH: Up up and away. This has been a crazy ten of years for us. We didn’t start off with all this in mind. Ed got on some key guys early on right before they blew up , like Chuck Liddell and Anderson Silva to be involved in the Brand, and before we knew it we were so busy we couldn’t think straight. I think the next few years Sinister Brand will be a BIG BRAND in the industry, and because of the people behind it , Sinister will always stay close to the core and close to our home base.
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