Affliction Stakes Brand On Gamble

when mexican-born boxer antonio “the tijuana tornado” margarito was caught with plaster wraps on his hands prior to a championship bout in january 2009, the trajectory of his career was immediately turned upside down. his family and his reputation endured a fair amount of suffering behind a suspension from the sport. affliction, a california-based clothing company who endorsed margarito, was left with a tough decision — but was willing to gamble. when margarito takes on the world’s #1 pound-for-pound boxer in filipino manny “pacman” pacquiao on november 13, he will stake his endorsement deal with affliction on the outcome of the fight. he wins, they continue to support him. he loses, the company cuts its ties. but why would affliction agree to a continuation in the first place? first off, the company’s moniker translates to suffering. a perfect fit for the situation (in more ways than one). secondly, consider this statement from spokesperson tony atencio — “affliction believes in giving people second chances, and margarito deserves that opportunity with this fight and our support of his efforts. for his part, margarito, who was once one of the most feared boxers in the welterweight class, has a lot at stake in the upcoming match. he fights not only for the wbc title, but also for his reputation and the respect of fans. although he is under a lot of scrutiny, his decision to not play things safely shows heart, and there’s something to be said for that kind of determination.”