Punching Their Lights Out: TapouT Takes Center Stage

Brand: TapouT
Headquarters: Grand Terrace, Calif.
Product: Collection of apparel, accessories and gear for mixed martial arts enthusiasts. Prices range from $12 for a wallet to $200 for a jacket
Launch date: 1997
Sales: 2006: $12 million; 2007: $22.5 million; 2008: $100 million (projected); 2009: $225 million (projected)
Target demo: 18-34-year-old men, but steadily expanding its reach among women
Competition: None. Hitman Fight Gear, another MMA apparel and equipment brand, is also owned by TapOut.
Distribution: More than 20,000 stores worldwide, including Champ’s, Tilly’s and Hibbett Sporting Goods

When Dan “Punkass” Caldwell and his buddy, Charles “Mask” Lewis, were hitting the mats as part of their mixed martial arts training