Like it or not, Conor McGregor has become one of the most iconic stars in world sport.
While his success in the octagon speaks for itself (having won the UFC featherweight and lightweight titles), he has also grabbed attention for going 10 rounds in the boxing ring with Floyd Mayweather, and McGregor has become just as famous for his life outside the sporting arena as well. It's fair to say he's living up to his nickname, 'The Notorious'.
Before his UFC comeback fight against Khabib Nurmagomedov in Las Vegas on 6 October, we ask how the Irish fighter managed to transcend the sport of mixed martial arts to become one of the most recognisable names the in world.
What is it that makes him so adored, so reviled and so watchable?
His style
“There are two things I really like to do and that’s whoop ass and look good. I’m doing one of them right now,” he said before his win over Max Holloway in 2013.
McGregor takes his fashion very seriously and is regularly spotted in high-end brands such as Gucci and Yves-Saint-Laurent. Versace even designed him a robe ahead of his boxing fight with Floyd Mayweather in 2017.
While he usually favours three-piece suits with flashy pocket squares, McGregor can also rock a casual open shirt with his chest tattoos on display - and he even launched his own fashion label in 2017.
For most of us, it's not easy to pull off an outfit which is simply a flamboyant coat and bare chest, but that's how he turned up to the press conference before his bout against Mayweather.
It’s not just his clothes that appeal to fans, though - put ‘Conor McGregor’s beard’ into any search engine and you’ll find endless tutorials on how to get your face fuzz looking like his.
His watch collection is also worth a mention.
Some estimates value it over £600,000, and it includes diamond-encrusted and rose gold timepieces.
His mouth
Very few athletes have the ability to hold their own in a verbal exchange like McGregor, who effortlessly blends humour and intimidation.
He’s also not short of self-confidence, regularly boasting about his status or wealth. “Me and Jesus are cool. I’m cool with all the gods,” he said in a UFC 196 press conference. “Gods recognise gods.”
Such is the venom in his verbals that McGregor's news conferences have become circus-style events where fans swarm in to support him. Some supporters have even gone as far as to impersonate members of the media, only to shower the fighter with support on the mic while putting down his opponent.
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Boxing