BAD BOY is a pioneer in the alternative sports lifestyle industry. Founded in 1982 in San Diego, CA, BAD BOY quickly built a name for itself by sponsoring athletes and events in surfing, skateboarding, and motocross.

By the early 1990's, BAD BOY expanded into martial arts via sponsorship of legendary Brazilian Jiu Jitsu black belt Rickson Gracie and MMA champions such as Vitor Belfort and Frank Shamrock. The team expanded by supporting young fighters in MMA tournaments like Mark Kerr and Antônio Rodrigo Nogueira.

Today, BAD BOY continues its tradition of supporting leading action sports, combat sports, and fitness athletes around the world including Chris Weidman (UFC Middleweight Champion), DeMarco Murray (All Pro NFL Running back), and Demian Maia (World renowned Brazilian Jiu Jitsu Black Belt and Submission Wrestling Champion).