If you know your combat sports you would have likely heard of Mixed-Martial Arts (MMA), one that has been made globally popular by the UFC, which was only founded in 1993. Alongside MMA, there are other fighting styles such as Thailand’s Muay Thai, which have come to popularity in recent memory. However, are there any to have yet come out of Africa? And, if not, are there any that exist within the continent that are worth mentioning?

In this episode we speak with Max Kalu, founder of African Warriors Fighting Championship, who believes there are. His venture aims to bring to prominence Dambe: an ancient form of boxing native to the Hausa people of Nigeria. But Max’s aim is not just to make Dambe known to the rest of Africa. Using strategic PR, content production and storytelling, he is working to bring Dambe to worldwide audiences, and firmly root it as a fighting style in the global mainstream.

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We're creating conversations and content with the intent of reframing the current thinking about ventures, initiatives and brands.