This Australian clothing startup went for all -- or nothing.
Clothing label GRRRL nearly spent all of its budget on then-outsider Holly Holm, who recently defeated UFC world champion Ronda Rousey in Melbourne, Australia.
Prior to the fight at UFC 193, Holm was the 7th ranked female bantanweight UFC fighter in the world, with many tipping that the fight would end in victory for the 1st ranked Rousey, who had 12 wins and no losses to her name. What happened of course, was "the greatest upset in UFC history," according to commentator Joe Rogan.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));I'm stoked to have a new addition to my sponsorship team. It's www.grrrl.com with their vibrant clothes. Check them out :) #grrrl #grrrlpower #grrrlnationPosted by Holly Holm on Friday, 13 November 2015
CEO of GRRRL Kortney Olsen said she spent 95% of the total budget the new company had available for its launch in November when it sponsored Holly Holm. Olsen told Mashable Australia: "I don't think anyone outside of Holly's camp expected her to win. But we believed in her, and her pedigree and that she was a world class athlete. So, it was probably more of a case of knowing that she could."
Olsen couldn't reveal what the clothing label received in return for the sponsorship money, but Holm features in the label's catalogue and on social media.
GRRRL, with offices in Fortuna, California and Queensland, Australia; "spent a couple of months designing and making clothes" says Olsen, but only launched to the public via an online website in the U.S. and Australia on Nov 19.
The label has a collection of tops, leggings and headwear designed for women, with female athletes in weightlifting, boxing, martial arts and wheelchair basketball as the company's ambassadors.
(function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_GB/sdk.js#xfbml=1&version=v2.3"; fjs.parentNode.insertBefore(js, fjs);}(document, 'script', 'facebook-jssdk'));New grrrl on the block.... #grrrl #grrrlpower www.grrrl.comPosted by GRRRL on Wednesday, 11 November 2015
Since the Holm and Rousey fight, Olsen says GRRRL has gained more than "21,000 followers in the space of a couple of days" on Instagram, and has been "overwhelmed by the sales on our first trading day."
Perhaps proof a massive gamble, can really pay off.
[h/t Mumbrella]