Project case / Miami / June 2025 / Sports IP, Creator Strategy & Experiential
Dirty Boxing
Launching a new combat sports property into Miami culture.
PROJECT RECORD
- Market / date
- Miami / June 2025
- MXU role
- Experiential strategy, fan-zone activation, creator strategy, talent curation, UGC, brand awareness, and commercial partnership development
- Engines
- Partnerships & Campaigns / Talent & Creator Monetization / Experiences & The Circuit
THE OBJECTIVE
START WITH
THE ROLE.
Launch a new combat sports property into Miami culture through participatory experience, creator amplification, and commercial partnership development.
01
Strategy
- Curate a fight-themed fan zone designed to make the environment more participatory.
- Bring high-reach and local creators, alongside UGC creators, into the event ecosystem.
- Support commercial partnership development around the property’s audience, programming, and cultural momentum.
02
Execution
- Curated event fan-zone and interactive fight-themed activations.
- Activated high-reach, local, and UGC creators around the fight.
- Supported development of a three-year beverage partnership for the property.
DOCUMENTED RESULTS
WHAT
HAPPENED.
- 01
10M+ estimated impressions generated across creator content, fan-zone coverage, and launch-window social storytelling.
A three-part Miami activation strategy spanning experiential, creator amplification, and commercial partnerships.
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