Dirty Boxing athlete and creator activity at the Miami launch event

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.

RELATED WORK

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START A PROJECT

## Bring MXU the audience, cultural moment, or commercial objective. We’ll build the right combination of strategy, talent, experience, media, and execution around it.

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