UFC Finish the Fight
Working with sport and entertainment agency Clifford French, Sport Science Agency created an experience for fighters and journalists that to demonstrate how top UFC fighters maintain their punch power throughout a fight.
To demonstrate the impact of fatigue on punch force, we managed the delivery of strike force tests and metabolic conditioning session to mimic the physical demands of a UFC fight.
TYPE: Experiential, Content
DATE: June 2018
What we achieved
211 pieces of content produced
163m reach via UFC channels
99,637 f* top score achieved
*The Strikemate, used to measure punch force uses a measurement called the Franklin, named after the creator of the Strikemate, Kevin Franklin. It is the combination of the power, velocity (speed and direction) of the punch.
UFC legends Luck Rockhold, Antonio Nogueria, boxer George Groves, rugby player Nich Easter and football’s strong man Adebayo Akinfenwa, all took on the challenge alongside invited media.
During the session, the athletes and media undertook a metabolic conditioning session designed to replicate the demands of a UFC bout, and at the end of each block of exercise they were tested using the Strikemate. The UFC fighters were able to maintain their punch force more than 900% longer than the journalists.
Luke Rockold’s 99,637f was the top score ever recorded by the team, and left no one in any doubt about why he was the reigning world champion.
