The Leader In MMA Content
From concept to execution, we handled every aspect of the channel’s production and brand direction—building it from the ground up into a powerhouse with over 1 million subscribers. We captured Israel’s meteoric rise through the UFC, offering fans an unfiltered look into the life of a world champion.
Services
Content Creation
Client
Freestylebender
Redefining Athlete Branding Through Storytelling
Through cinematic storytelling and consistent content output, FREESTYLEBENDER didn’t just document Israel Adesanya’s career. It reshaped how athletes connect with fans in the MMA world. By capturing the training grind, personal reflections, and behind-the-scenes moments that fans usually don't see, the channel humanised a world champion while building a mythos around his journey. Instead of polished PR clips, FREESTYLEBENDER delivered raw, authentic narratives that made audiences feel like insiders. This shift in approach turned content into culture and redefined what athlete branding could look like.
Produced cinematic, documentary-style content that showcased both triumphs and vulnerabilities.
Consistently released videos, ensuring audience anticipation and loyalty.
Blended training footage, lifestyle moments, and candid interviews into compelling story arcs.
Focused on authenticity over polish, making fans feel part of the journey.
Shifted the perception of athlete branding from transactional promotion to community-driven storytelling.
Cultural Blueprint for Fighter-Led Media
The channel quickly became a cultural blueprint, inspiring a new wave of fighter-led media. Fighters, promoters, and even mainstream sports brands began to see the power of letting athletes tell their own stories directly. FREESTYLEBENDER proved that the audience craves more than highlight reels. They want access, vulnerability, humour, and personality. The model showed fighters that they could build loyal communities beyond the cage, creating new streams of influence, opportunity, and revenue. It wasn’t just content; it was a movement that reshaped how combat sports media is made and consumed.
Key highlights
Pioneered the athlete-first content model, giving control back to fighters.
Set a new industry standard for behind-the-scenes access in MMA.
Inspired other fighters and teams to launch their own media platforms.
Expanded the role of fighters from competitors to cultural storytellers.
Demonstrated how media can extend brand equity beyond fight nights.
Building Platforms with Global Impact
This project exemplifies what we do best: producing premium content, building strong digital identities, and creating platforms that resonate globally. FREESTYLEBENDER grew from a channel into a brand, influencing fans, athletes, and industry leaders alike. It demonstrated the long-term value of pairing creativity with consistency. Not just chasing viral moments, but constructing a sustained narrative that elevates both the athlete and the sport. Whether it’s social strategy, content creation, or brand development, our work leaves a lasting impact, and FREESTYLEBENDER remains a flagship example of how storytelling can transcend sport to shape culture.
Key highlights
Transformed a YouTube channel into a globally recognised digital brand.
Delivered sustained audience growth, building long-term loyalty and engagement.
Created a platform that influences fans, athletes, and brands worldwide.
Balanced short-form and long-form content strategies to maximise reach.
Cemented FREESTYLEBENDER as a case study in how storytelling drives cultural impact.
