We ARE ALL FIGHTERS

Mixed martial arts isn’t just a spectacle for young men. It’s a test of will, grit, and heart — a true sport that speaks to something deeper. Because at our core, we’re all fighters. We all battle through challenges, push past limits, and rise after every fall. UFC doesn’t just belong in the cage — it belongs to anyone who’s ever fought for something. This campaign reframed UFC not just as entertainment, but as a shared human instinct: the fight to overcome.

“We Are All Fighters” Sparks a social movement

Fans and fighters alike rallied behind “We Are All Fighters” as a powerful stand for LGBTQ+ rights — a message so resonant, it was permanently etched into the walls of the UFC’s new corporate campus and performance institute.

“We’re Waiting For You” Web Videos

With UFC icon Ronda Rousey breaking barriers beyond the octagon, this pre-roll film series set out to prove that MMA isn’t just for the boys — it’s a powerful, empowering path for young girls too. The campaign turned rising female fighters into viral sensations, with wide syndication across the web. One standout, JJ, even landed an interview with Ellen DeGeneres.

The videos were shared across many media outlets and one future superstar even appeared on The Ellen Show.

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To hype the biggest fight card in UFC history—UFC 194—we ditched the tale of the tape and doubled down on personality. These banners asked fans to pick a side not for punches thrown, but for what the fighters stood for outside the cage. Honor vs. swagger. Discipline vs. chaos. Who you got?