In 2011, Edge had huge success with partnering with the UFC to grab the attention of more “everyday men”. In 2012 Edge decided to bring UFC right to the consumer in retail with a special series of Limited Edition UFC fighter cans. Three SKUs were chosen to show the faces of 3 of UFC’s biggest fighters. UFC and Edge loved them so much, they decided to produce over 6 million cans.
In July of 2012, tickets for the night's fights were sold out, but White had 200 tickets in his hand. After putting out a Tweet to bring a can of UFC branded Edge shaving foam to a specific location in the town with a chance of a free ticket, it wasn’t long before every store in the town was sold out of Edge shaving foam and a black market of $65 per can had opened on the side streets.
I designed each can and managed the production from start to finish.