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"Pre-Order the Ultra Street Fighter IV digital upgrade or full game to receive the 2014 Challengers Costume Pack! Consists of alternate costumes for each of the five new characters: Jungle Elena, Medieval Hugo, Pirate Poison, Wizard Rolento and Gladiator Decapre."
It's for the new characters in Ultra.
But all in all, it doesn't really matter much. You can still see your rivals use costumes even if you don't have it and if you feel like you need new look so bad you can always mod your characters. Your rivals won't see them, but who cares.