In a deal that was expected for the past few months, WWE and Authentic Brands Group today announced a joint venture for Tapout, a newly repositioned fitness lifestyle brand.

Tapout is now the official fitness and training partner of WWE, and will be integrated across WWE’s global platforms including TV programming, WWE Network, pay-per-view broadcasts, live events, digital, and social media.

“Tapout was ABG’s first acquisition and it continues to be a global brand with strong sales and blue chip partners all over the world. We have a very strong commitment to the brand’s ongoing success,” said Jamie Salter, Chairman and Chief Executive Officer of ABG. “WWE is a media and entertainment force and we are excited to partner with them on Tapout’s future growth.”

WWE Chairman and CEO Vince McMahon said that the company is always looking for new opportunities to partner with best-in-class organizations, develop new products for fans and drive shareholder value. “This joint venture aligns with our strategic approach, and we look forward to building the Tapout brand,” he said.

As part of this strategic partnership, WWE will create new content featuring its Superstars and Divas in Tapout apparel and market the brand across all platforms. Tapout branding will also be featured at the WWE Performance Center in Orlando, Florida, and all performers, trainers, and staff will be outfitted in Tapout workout apparel.

“WWE’s expansive reach provides a global platform to broaden Tapout’s presence and consumer base,” said Nick Woodhouse, President and Chief Marketing Officer of ABG. “This is a powerhouse pairing given the synergy between Tapout’s brand promise to be the premiere hard-body fitness brand, and WWE’s commitment to training and fitness.”