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UFC's Khabib Nurmagomedov fronts Reebok campaign

Words by Nathan Irvine

The Russian phenom is Reebok's latest ambassador.

In a sport where the loudest people in the room usually have the most success and money, there's a dominant outlier. Although Khabib Nurmagomedov is a beast once the cage door slams, and has yet to be tamed in 28 fights, he comes across as the humble and quiet type outside of the octagon.

So it's a slight departure to find him front and centre of  the new Reebok Zigkinetica training sneaker campaign.

We got the opportunity for a quickfire Q&A with the UFC star to find out about his training, drive to be number one and, of course, the new sneaker campaign.

Khabib in his new Reeboks

What unique thing do you feel you brought to MMA?

I brought my own faith and my strong values to the ring. It can often be a very aggressive space where a lot of the fighters can get blinded by their own ego and lack of humility. I’ve always preached positivity, self-belief and humility to my fans and followers as the keys to success and I’ve brought that energy to MMA.

What drives you to stay ahead of the game?

I would credit a lot of it to my amazing family. Whether it’s my wife, father, brother and cousins who always push me to keep on going no matter what. My faith and belief are also a big motivator to me, which pushes me to achieve the most and work the hardest on my training.

Tell us about the new Reebok ZigKinetica sneaker?

I like wearing these! This is my first campaign with Reebok and I’m very excited to be a part of it. They’ve been so supportive of the MMA community and have really played a role in bringing it [the sport] to the forefront. I like the technology behind it, the edgy design and the versatility of the shoe – I can wear it for training or for a day out with my family.

How does it fit with your personal style?

I like wearing it daily – it really ticks all the boxes. I like wearing dark colors and can pair it with my sweatpants, shorts and jeans.

What is it that makes a good training shoe?

The grip and stability are the most important for me when training and I feel that these really give me that added boost of energy.

How do you experiment in life, in sports and fitness and in style, to keep yourself at the top of your game?

I continue to put myself in situations that challenge me to my utmost. Whether it’s my training or choice of fights, I always take chances and follow through fearlessly.

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