Bad Boy started in the early 1980s as a local surf and skate brand based in Southern California sponsoring rough and tumble athletes like Hawaiian heavy Johnny Boy Gomes.
In the mid-90s Bad Boy expanded to all mainstream sports including football, NASCAR, and baseball players. The brand made the cover of USA Today in 1994 after sending a “Bad Boy On Strike” shirt to every player during the MLB players strike.
At the same time, Bad Boy began working with Rickson Gracie to put on Brazilian Jiu Jitsu seminars which evolved in to a full-fledged Vale Tudo team featuring Wallid Ismail, Renzo Gracie, and Fernando Yamasaki. The team expanded by supporting young fighters in tournaments Like Mark Kerr and Antônio Rodrigo Nogueira before they made it to Pride or the UFC.