Photo: Courtesy RVCA/Hanson
Slater likes to go - and throw - right.

Photo: Courtesy RVCA/Hanson
UFC fighter Vitor Belfort sparring with PM Tenore as
Slater looks on.

Photo: Courtesy RVCA/Hanson
Tenore, Slater and Belfort

Photo: Courtesy RVCA/Hanson
Yo Slater, I know plenty guys fight good, but you,
you fight, get beat up, and she gallops right up to
you...unreal.

Slater's sparring partner - Vitor Belfort - is set
to fight at UFC 126.10-time world ASP champion Kelly Slater is a fan of mixed martial arts.

"I love watching UFC and most MMA events," he says "There's a huge connection between surfing and jiu-jitsu. It's a cultural thing in Brazil to surf and play soccer and practice jiu-jitsu."

Surfing and other action sports like skateboarding, snowboarding and BMX share cultural virtues of individualism, risk taking and creative expression.

A similar framework defines the mixed martial arts community, which is why PM Tenore, founder of the popular surf and skate brand RVCA, forged into the MMA realm by sponsoring UFC fighters BJ Penn and Vitor Belfort [fighting this weekend at UFC 126].

"Jiu Jitsu, boxing, surfing and skateboarding had all been part of my life since before I founded RVCA," says Tenore. "By participating in Jiu Jitsu I was fortunate to form life long friendships with Vitor Belfort and BJ Penn who are today some of my closest friends and UFC champions. Over time both MMA and RVCA grew and our professional partnerships were able to organically grow together."

Some claim that action sports companies activating in MMA is simply a chance to hop on a bandwagon and turn a profit. Tenore disagrees.

"For us it's never been about marketing or what's hot in the media; it's always been a part of what made RVCA authentic in the culture rather than other brands looking to latch on to a new market."

The demographic similarities between MMA and action sports (male, 18-34) have also drawn the attention of relevant media. Fuel TV, the Fox-owned, action sports network announced last Fall their expansion into MMA.

"MMA is an exciting, dynamic sport, with major consequences for failure," says CJ Olivares, FUEL TV GM. "That combination aligns perfectly with FUEL TV's positioning as a television network where young men get their fix of adrenaline-fueled sports entertainment."

Purists maintain MMA is still more about jockish machismo than meaningful expression. Surfing waves, riding mountains and skating concrete does not require coaches, referees, rules or a ring.

For Slater, though, it's the competition factor that highlights the crossover appeal.

"There's a very technical correlation [between MMA and surfing], especially with competing," says Slater. "Figuring out your strengths and weaknesses in relation to your competition and learning how to exploit that part of someone's game."

For more on MMA go to mma.usatoday.com