Venum, a producer of combat-sports apparel and gear founded in France 15 years ago, has launched a campaign, under the hashtag #Weareartists, to get mixed martial arts (MMA) recognized as a fine art, on the same footing as sculpture, painting or music. “Our favorite MMA fighters display much more than pure athletic performance every time they enter the UFC octagon,” says the brand. “We get to witness the skill, creativity, discipline, dedication, and technique that, when combined, surpass the very definition of art.” The campaign comprises videos, interviews between artists and UFC fighters, and photographs. Venum released its first video – with the UFC heavyweight Ciryl Gane and the French rapper Gradur – last month, with the next two scheduled for Nov. 13 and Dec. 12.

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