History
YOKKAO was founded in Bangkok on 1 January 2010 by Philip Villa. [5] The company initially produced Muay Thai shorts and training equipment. In February 2011, the company established the YOKKAO Fight Team, a sponsorship program for Muay Thai fighters around the world. Early members included Buakaw Banchamek, Yoddecha Sityodtong, Jordan Watson, Sudsakorn Sor Klinmee, Saenchai P.K. Saenchai, Dzhabar Askerov, Cedric Muller and Liam Harrison. [6] YOKKAO also collaborated with established training camps, including Sityodtong Gym, 13 Coins and Pro Pramuk Gym. [7]
In November 2011, YOKKAO began promoting fight events. Its first major international event, YOKKAO Extreme, was held on 21 January 2012 at the Forum di Assago in Milan, Italy. [8] [9]
On 11 October 2014, YOKKAO introduced championship titles at events YOKKAO 10 and YOKKAO 11 in the 65 kg and 70 kg weight classes. Pakorn won the 65 kg title by defeating Greg Wootton, while Jordan Watson won the 70 kg title by knockout against Mickael Piscitello. [10]
YOKKAO has held fight events in multiple countries, including Italy, the United Kingdom, Hong Kong, China, Argentina, Australia, Mexico, and Thailand. [11] [12] [13] [14] [15]
The company signed more fighters into its team over the years including Singdam Kiatmoo9, Pakorn P.K. Saenchai Muaythaigym, Tetsuya Yamato, Manachai, Yodchai, Petpanomrung Kiatmuu9, and Superlek Kiatmuu9. [16]
On 1 January 2019, the company introduced an updated logo design. [17]
In November 2020, YOKKAO founder, Philip Villa announced over social media the signing of Rodtang Jitmuangnon, Nuenglanlek Jitmuangnon and Sakaengam Jitmuangnon under a 3-year sponsorship deal. [18]
In February 2021, YOKKAO signed female Muay Thai champions Duangdawnoi Looksaikongdin and Aida Looksaikongdin as well as transgender fighter, Nong Rose Baan Charoensuk. [19]
In 2021, YOKKAO debuted a streetwear collection at Milan Fashion Week, presenting its first full apparel range alongside other international brands; fashion media cited the collection as an example of a combat-sports label expanding into lifestyle and streetwear. [20] [21]
In 2023, YOKKAO announced the launch of its MMA division and a partnership with American Top Team. [22]
In 2024, YOKKAO announced a broadcasting partnership with New Power Group, covering more than 50 Muay Thai events from Rajadamnern Stadium for 2025, [23] as well as a collaboration with musician Wiz Khalifa. [24]
In late 2025, the company entered a partnership with Mexico Fight League (MFL), becoming the official gear and apparel provider. [25]
In January 2026, YOKKAO was reported to have more than 45 million monthly video views across its social media channels, with over 500 million yearly views. [26]
Business model
YOKKAO operates a vertically integrated business model combining manufacturing, direct-to-consumer sales, wholesale distribution, athlete sponsorship, training facilities, and event promotion. [27] [28]
The company manufactures its products at its production facility in Samut Prakan, Thailand. [29] Finished goods are sold primarily through its e-commerce platforms and distributed via warehouses in Asia, the United States, the United Kingdom, and Europe. [30]
In addition to product sales, YOKKAO operates and licenses training facilities. The company runs official YOKKAO Training Centers in Thailand [31] [32] and maintains a network of affiliated gyms through partnerships with local operators. These affiliated locations operate in countries including Australia, Canada, Argentina, the United Kingdom, the Republic of San Marino, Croatia, Bahrain, Hong Kong, China, South Korea, Malaysia, and Thailand. [29]
YOKKAO also generates revenue through the promotion of combat sports events, [33] athlete sponsorship agreements, [18] and the organization of training seminars and workshops aimed at international practitioners of Muay Thai. [34]
