Josh Gross has a nice piece about Mask:
Lewis came to represent the hardest of MMA's hardcore fans. As the sport grew, so did the passion of its longtime followers. Few symbolized MMA's raw intensity better than Lewis, whose cultish alter ego "Mask," a fatigue-colored, face-paint-wearing madman with an infectious laugh befitting a well-fed hyena, was impossible to ignore and even harder not to like.
Through his vision and dedication, TapouT came to represent a certain segment of the population. Like Mask, they're people hard to miss. Drive around much these days and you'll invariably see the logo stuck on the back of a tinted window, or stenciled into a raised truck's side panel. Beyond selling a $100 million worth of clothes in stores, such as Champs Sports, Lewis dreamt of MMA taking over the world. It was the kind of honest ambition that made MMA devotees like him almost immediately for a sort of "nothing will stop us from moving forward" idealism that helped deliver MMA from human cockfighting's shadows.