This makes us Europe’s first MMA and fighting related clothing brand. The close relation to MMA (Mixed Martial Arts) and fighting has given the brand its unique attitude. In late 2007 we decided to produce our own MMA event and in April 2008 the first Superior Challenge event was held in Stockholm, Sweden. Today Superior Challenge is Europe's greatest MMA promotion and the Nordic countries largest Martial Arts promotion. NOT YOUR ORDINARY GENTLEMAN
THE CLOTHES DOES NOT MAKE THE MAN. THERE COMES A TIME WHEN EVERYONE NEEDS TO STEP UP TO THE PLATE, BE IT IN THE CAGE OR FOR WORK. THE CLOTHES DOES NOT GET THE JOB DONE. HOWEVER, WHEN IT NEEDS TO BE DONE; DRESS THE PART. NOT YOUR ORDINARY GENTLEMAN
I COLLECT SCARS
PEOPLE COLLECT ALL KINDS OF SH*T; BE IT CARS, WATCHES, SHOES, SPORT STATISTICS, JEWELRY, BASEBALL-CAPS, FACEBOOK-FRIENDS OR WHATEVER. WE´RE ALL DIFFERENT. WE´RE ALL THE SAME. SOME PEOPLE EVEN COLLECT STAMPS. I NEVER GOT THAT. HOW MANY STAMPS DOES ONE PERSON NEED? NO ONE SENDS LETTERS ANYMORE. THEY´RE JUST A REMINDER OF WORDS THAT COULD HAVE BEEN SAID. WORDS THAT SHOULD HAVE BEEN SAID IN THE FIRST PLACE. ME? I COLLECT SCARS, REMINDERS OF EVERY TIME I F**KED UP AND WHAT I´VE LEARNED FROM THAT. YOU CAN´T SEE ALL THE SCARS, BUT THEY´RE THERE. LIKE INK ON F**KING PAPER. THEY ALL TELL A STORY. DO YOU CARE? I DON´T GIVE A SH*T. THEY REMIND ME OF EVERY TIME I DIDN´T GIVE UP WHEN EVERYONE TOLD ME TO. CAUSE I´VE BEEN POUNDING MY HEAD AGAINST THAT WALL MANY TIMES MY FRIEND. EVENTUALLY SOMETHING´S GOTTA BREAK. BE IT THE WALL OR ME. AT LEAST I TRIED. I COLLECT SCARS, THAT´S WHAT I DO. PEOPLE COLLECT ALL KINDS OF SH*T. SUPERIOR. NOT YOUR ORDINARY GENTLEMAN. THE HISTORY BEHIND THE MYSTERY
IT ALL BEGAN IN STOCKHOLM THE SUMMER OF 2005. SUPERIOR WEAR STARTED OFF AS THE FIRST EUROPEAN CLOTHING BRAND WITH A STRONG ASSOCIATION TO MMA. THE BRAND WAS BUILT IN RELATION WITH THE SPORT’S SUBCULTURE, WHERE A REAL MYSTIQUE GREW AROUND THE BRAND. THE HARD ATTITUDE OF ONE OF THE WORLD’S TOUGHEST SPORTS WAS WOVEN INTO THE IMAGE OF OUR CLOTHING. FROM THE OUTSET THE CLOTHING LABEL CONSISTED OF TWO DIFFERENT LINES, ONE WHICH AIMS TO SPORTS AND THE OTHER FOR STREET WEAR. TO BE ABLE TO BACK UP THE CLOTHES ATTITUDE WE USED PRO MMA FIGHTER FOR THE FIRST TIME EVER IN THE CLOTHING INDUSTRY, AS AMBASSADORS AND MODELS FOR SUPERIOR WEAR. IMMEDIATELY FIGHTERS AROUND THE WORLD TOOK A LIKING TO THE CLOTHES WORN BY TOP PERFORMERS AT THE BIGGEST MMA COMPETITIONS AROUND THE WORLD.
2008 WE HELD OUR OWN FIRST MMA EVENT: “SUPERIOR CHALLENGE 1 - THE UPRISING”, WHICH BROKE BOX OFFICE RECORDS FOR ALL MMA EVENTS IN SCANDINAVIA, AND LAID THE FOUNDATION FOR WHAT SWEDISH MMA IS TODAY. AFTER THE FIRST EVENT PEOPLE WANTED MORE AND THE SHOW QUICKLY GREW TO ONE OF THE WORLD’S LARGEST, WITH OVER 100 MILLION VIEWERS AROUND THE WORLD. SUPERIOR CHALLENGE STANDS FOR HIGH QUALITY FULL-ADRENALINE SPORT THAT IS REFLECTED IN ALL OUR PRODUCTS. 2011 WE STARTED SUPERIOR MANAGEMENT IN ORDER TO CREATE FUTURE MMA STARS, AND 2012 WE DEVELOPED OUR OWN TRAINING EQUIPMENT LINE CALLED SUPERIOR GEAR. OUR DESIGNERS HAVE DEVELOPED ALL OUR PRODUCTS IN CLOSE COOPERATION WITH PRO FIGHTERS IN ORDER TO SUCCESSFULLY ACHIEVE THE HIGHEST QUALITY AND FUNCTIONALITY OF THIS UNIQUE BRAND. MMA IS THE WORLD’S TOUGHEST AND FASTEST-GROWING SPORT AND SUPERIOR GROUP INTERNATIONAL IS ONE OF THE WORLD’S LARGEST MMA GROUPS AND PROBABLY THE ONLY BRAND THAT CAN REALLY ACCOUNT FOR ITS ATTITUDE AND CREDIBILITY.
