While Mixed Martial Arts is seen as a rough and violent art for some, Venum feels that it should be recognized as art in its own right. “Our favorite MMA fighters display much more than pure athletic performance every time they enter the UFC octagon. We get to witness the skill, creativity, discipline, dedication, and technique that, when combined, surpass the very definition of art,” said Venum in a press release.
“Etymologically: ‘Art’ is used in Asia not in the aesthetic sense but in the practical sense, describing a ‘set of means, of conscious processes by which the man tends to a certain end, and seeks to reach a certain result’ without denying that certain practices release a real aesthetic pleasure,” Venum reasons. “Martial arts contribute to enhancing the personality of their practitioners, their bravery and their morality towards the current society.”
Venum explores the parallels between MMA and conventional arts through three mediums: a video series, an interview series, and photoshoots. The first installment of the video series seen above was released earlier last month, and the next two videos will release on November 13 and December 12.
The interview series broadcasts conversations between recognized artists and UFC athletes, exploring similarities in their approach and journey. The first interview seen below, features undefeated UFC heavyweight Ciryl Gane and French rapper Gradur, with more on the way. Finally, photoshoots are tied to the interview series, aiming to display the cross-universe story told through the campaign.
In other news, LeBron James partners with Tonal in latest campaign.