Sam Oropeza’s banner for his fight Saturday on the Strikeforce: Fedor vs. Silva card.
SHOSEN came out of their corner without hesitating or moving laterally — no, they came out stalking forward and swinging hard as they entered the shark tank known as MMA fightwear. No big surprise from a company that uses as its catch-phrase the words “First to Attack.” In late 2010 and into this year, the company has increased its presence exponentially, establishing its decked-out deco offices in the Mannyunk section of Philadelphia, launching its decal-wrapped fleet of vintage military vehicles, and debuting its Shogunate-inspired T-shirts. Gaining recognition on the global MMA scene, SHOSEN (pronounced “ShoZEN”) sponsored Waylon Lowe on his way to victory over Willamy Freire at UFC Fight for the Troops 2 and this weekend, has got Sam Oropeza covered as he steps into the cage at Strikeforce’s Fedor vs. Silva card.
SHOSEN’s co-founder and CEO, Jonny Hiscock, said the company’s machinations are all by design. “We really want to compete with the big boys. … I really do want to take over this industry … We want to be a brand. We want to be an Under Armour.” Lofty goals, no doubt, but Hiscock said the company’s been germinating for about three years, has an extremely detailed business plan, partnered with a venture capital firm, and has done the market research to know their brand is one that can capture’s the public’s attention and then use that exposure to claw its way to the top.
Sam Oropeza’s walkout gear for Fedor vs. Silva.
In a market saturated with fightwear companies that feature skulls, fists and dripping (or splattered if you prefer) blood, Hiscock said SHOSEN has the right formula for success. First of all, they plan to stay true to their color scheme of red, black and gray. While they are looking to expand into gear like gloves, pads and even cages, SHOSEN will remain consistent to its colors, Hiscock said. SHOSEN’s philosophy, channeling the spirit of Japan, where many martial arts were born, is one of honor and respect for the warrior and the art of fighting, he said.
In addition, they screen prospective fighters to sponsor carefully. In the past, they’ve passed up on lots of guys whose behavior outside of the cage was less-than-desirable, Hiscock said. “We sponsor guys who deserve to have financial backing behind them because of the heart they have,” he said. Also, SHOSEN is already looking beyond itself to those who are in need now or might be in the future, by setting up a nonprofit foundation. Periodically, the foundation will reach out to a group in need, for example, war veterans, or victims of natural disasters, to help them financially, Hiscock said.
And just because SHOSEN has come into the game a little late, don’t doubt their passion or dedication, Hiscock said. “We’ve put our whole life savings into this … This is our livlihood, this is how we want to support our families.” In addition to working on new projects, Hiscock said they’ve placed their shirts in at least eight stores so far, with more on the way. Plus, there’s more high-profile fights and fighters to sponsor in the upcoming months. It’s all part of SHOSEN’s carefully-calculated plan, that at first glance, may appear reckless, Hiscock said. “We want to be a household name, the strongest brand in the history of MMA,” he said.
