Reebok is sticking by Jon Jones, its newly signed Ultimate Fighting Championship fighter, who has entered a drug treatment facility after testing positive for the primary metabolite of cocaine.
"We commend Jon for taking the necessary steps to address this issue, and we will support him in any way we can," Canton-based Reebok said. "The status of Jon's relationship with Reebok has not changed."
Jones was drug-tested Dec. 4, but escaped penalties because benzoylecgonine isn't a prohibited substance out of competition under World Anti-Doping Agency standards. The UFC light heavyweight champion defended his title for an eighth time Jan. 3 by besting Daniel Cormier.
His rehab announcement came less than a month after Reebok signed the mixed martial artist. Reebok in December also inked a deal to become the UFC's exclusive outfitter.
"Brands are standing by athletes who make mistakes and then take the appropriate action to correct their missteps," NPD Group analyst Matt Powell said, pointing to Nike sticking with golfer Tiger Woods after his 2009 wife-cheating scandal, even while other sponsors dumped him.
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