With Conor Mcgregor due back in the Octagon on August 20, the hype has already started to build – and the first example of that is... a press conference? An impassioned taunt to the cameras?
Well, no... it's this nude photoshoot with ESPN.
It is all part of a special edition of the popular American magazine that will profile some of the world's biggest sports stars in the nip.
You'd have to agree he is looking in top shape ahead of the rematch with Nate Diaz.
Let the hype machine begin...