Israel Adesanya has branded controversial former kick-boxer Andrew Tate's marketing plan as "genius" after being inundated with his videos on social media.
Adesanya and Tate are former kick-boxing world champions, although they competed in different circuits before finding fame through different routes. The Nigerian opted to move to MMA, where he has become one of the biggest stars in the sport, while his American counterpart chose to find fame through TikTok, Twitter and Instagram.
They have both become millionaires - a rarity for those who pursue kick-boxing. And while Adesanya has more of a sensibility towards Jordan Peterson's less abrasive style, he admits that he was impressed by Tate's affiliate marketing scheme, which saw members of his 'Hustler's University' programme share clips of his rhetoric across TikTok without him ever making an account.
