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You may have noticed celebrities such as Jay Z, Beyoncé, Dwayne "The Rock" Johnson and UFC champ Ronda Rousey wearing apparel emblazoned with the names of iconic fighters such as Muhammad Ali, Mike Tyson and Bruce Lee.
The brand they're wearing is called Roots of Fight. With no advertising, no marketing and no ad agency, the upstart sports lifestyle brand has exploded into one of the hottest new lines in years.
The story behind Roots of Fight provides a lesson for agencies and clients looking to reinvent themselves through fashion and design.
Roots of Fight actually started off as a seven-person brand strategy agency named Copasetic Creative in Vancouver, Canada.