Q&A: UFC fighter builds brand for himself

As world champion fighter and aspiring pitchman Jon (Bones) Jones addressed a news conference ahead of Saturday’s UFC event at the Air Canada Centre he was dressed like a man straddling two worlds: White dress shirt, pressed black slacks . . . and fluorescent yellow Nike runners. The shoes weren’t just a fashion choice. Last month, Jones became the first UFC competitor to sign an endorsement deal with Nike, and this week he talked to the Star about building the “Bones” Jones brand.

Q: How did the Nike deal come about? A: First Round Management (the agency representing Jones) realized Nike was a big brand that really wasn’t interested in mixed martial arts, so we reached out to a friend of ours (at Nike). Me and my staff went into a meeting (with Nike executives) and got to voice who we were and what our intentions were, and (Nike) thought we would make a perfect fit so they started us off with a three-year deal…It just shows where our sport is and that mainstream America is paying attention. Q: How much of your time do you devote to the business of being Jon Jones? Does it conflict with your craft? A: It’s been a fun journey and I’m learning every day — how to manage money, how to be an employee, how to run a business properly. It’s a lot of work and it’s a lot of fun. It’s a continuous growing process, not only as a fighter but as a businessman and as a brand, always trying to do the right things for my brand. It’s a great posi- tion to be in. . . . The people around me lighten my load and help me be the best fighter I can be. Once we establish a level of greatness in the sport, more and more avenues will unfold. Q: How would you describe the Jon Jones brand? A: Right now it’s a little all over the place. We’re five years in and really trying to figure out what we represent. We’re still in the early stages but we’re learning. Every month I feel like I’m a better version of myself and in the long run (my brand) is going to be a powerful thing. Q: Where do you see your brand in three years? A: I want my brand to be gigantic. I want it to be right up there with Manny Pacquiao, LeBron James and all the other mega-stars around the world.