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From Hero to Villain for the Irish People

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From Hero to Villain for the Irish People

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The article describes how McGregor image has turned as he is not seen as 'the National Emblem' anymore but instead 'a Villain' as the people from his own country have stopped seeing him as a role model but rather suggests a criminal due to the sexual allegations that are thrown at him and due to the video of him assaulting a man at a bar.

The article perfectly describes his downfall as, "The working-class kid who created an incredible career and financial empire has let it all go to his head."

The article also features a quote from Peter Taylor, the father of Ireland's famous world-champion boxer Katie Taylor who  told the Business Insider that he believes that Dublin had fallen out of love with McGregor due to his actions. A sharp turn from what he was once seen as.

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Why many Irish have turned their backs on Conor McGregor

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McGregor has lost a huge amount of popularity in recent years as allegations of criminal behavior have been made. The New York Times has reported two allegations of a sexual nature, while a video surfaced of him hitting an elderly man in a bar after he refused to taste McGregor's whiskey.

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UFC 229 Press Conference - Conor McGregor's First Live Appearance Returning From the Boxing Ring - Offers Alcohol to Khabib Who is a Devoted Muslim, Offends his Family and Country.

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UFC 229 Press Conference - Conor McGregor's First Live Appearance Returning From the Boxing Ring - Offers Alcohol to Khabib Who is a Devoted Muslim, Offends his Family and Country.

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This press conference was held live and live streamed to the public audience through several media channels including the UFC's business YouTube channel, promoting the fight between Khabib Nurmagomedov and Conor McGregor.

It was Conor McGregor's first appearance back for the UFC since he crossed-over to boxing, therefore the media attention was directed towards him and the event.

The video has racked up over 8 million views on just the UFC channel.

Conor McGregor would show up to the event intoxicated, promoting his new business adventure, Proper Twelve, meanwhile offending Khabib Nurmagomedov alcohol, which is against his beliefs, and offending his family, team and country by insulting them continuously throughout the press conference.

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UFC 229 Press Conference: Khabib vs McGregor

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Conor McGregor's Fashion Choices Ranked By Highsnobiety

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Conor McGregor's Fashion Choices Ranked By Highsnobiety

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Conor McGregor's outfit choices are described as 'flashy' while also being called most definitely not 'the best-dressed athlete', a take that might be contested by some people. Most of these choices included in the article are his outfits that were surrounded by his fighting career. These posts include him in fight week or in the gym as he wears these eye-catching outfits as the attention on him is prominent.

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Conor McGregor isn't exactly the best-dressed athlete, but he's definitely someone whose 'fits make you do a double take. The MMA fighter tends to favor flashy clothes - think loud prints, form-fitting styles, fur coats, and lots of designer labels.

McGregor has also brought his own flair to suiting. From a traditional three-piece tweed suit, a slick burgundy one, and the now-infamous "FUCK YOU" pinstripe suit he wore for the first press conference to promote the Floyd Mayweather fight, McGregor proves you can give formalwear a little bit of personality.

To mark McGregor's 30th birthday, we've rounded up 15 of his most "out there" and aggressive 'fits. Because, while we wouldn't call McGregor a style icon, his clothes certainly pack a punch.

Browse the 'fits below and let us know what you think of the MMA icon's style in the comments.
In other news, Conor McGregor has now been immortalized in a $66,000 statue.

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Celebrate Conor McGregor's Birthday With His 15 Most Aggressive Style Moments

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Conor McGregor isn't exactly the best-dressed athlete, but he's definitely someone whose 'fits make you do a double take. The MMA fighter tends to favor flashy clothes - think loud prints, form-fitting styles, fur coats, and lots of designer labels. McGregor has also brought his own flair to suiting.

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Fry, J.P. (2011). Making A Comeback. Sport, Ethics and Philosophy, 5(1), pp.4–20.

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Fry, J.P. (2011). Making A Comeback. Sport, Ethics and Philosophy, 5(1), pp.4–20.

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Jeffrey P. Fry describes comeback stories as 'fairy-tales' hence why we find an appeal for a comeback story in media (Fry, 2011). We have the feeling that a comeback story is impossible and unrealistic hence why we find so much enjoyment in witnessing it as it creates a sense of escapism from our own lives, yet witnessing it in celebrities which we find comfort in.

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Conor McGregor's immediate reaction after the fight as his confidence levels have returned and completing another chapter of his 'underdog' image as he states he has broken more records, exceeding the expectations that were burdened on his shoulders.

McGregor's redemption is also completed as he is once again wearing the Irish flag round his shoulders and showing his patriotism for his country and his love for his fandom.

In addition, we see a crossover to the business persona that he has developed as he tries to advertise his Whiskey business of Proper Twelve.

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UFC 246: Conor McGregor Octagon Interview

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Conor McGregor discusses his comeback and itching to make be back doing what started his career as he says he is 'back'.

The interview showcases his commitment which he refers to throughout the interview, as it is set after a training session in the gym as we can tell from the visual images that we see.

Conor McGregor talks about having a 'healthy state of mind', suggesting that he is over his troubles with the law and ready to focus on the sport career that allowed his other ventures and star images to develop.

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Conor McGregor talks Donald Cerrone, fighting at 170-pounds, and future opponents

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McGregor launches the 'FAST FXD Signature Compact Gym' that allows his fans that use the FAST fitness program that he started to train like him and other elite athletic competitors.

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Conor McGregor launches ‘revolutionary’ signature compact gym as part of his McGregor FAST program

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Conor McGregor is one of the famous fighters in the world of MMA. Apart from being an elite UFC fighter, McGregor is also an entrepreneur and a highly popular social media personality.

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Conor McGregor started his own Whiskey Business, in 2018 that represented his upbringing as the name Proper Twelve represents the postcode that he was brought up on that was '12'.

Another way, McGregor is giving back to his fans through consumer culture.

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Cuervo owner buys Proper No. Twelve whiskey - The Spirits Business

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By Nicola Carruthers Professional fighter Conor McGregor will continue to promote Proper No. Twelve Irish whiskey after the brand was sold to Jose Cuervo owner Becle in a deal worth up to US$600 million. Becle confirmed it had purchased the remaining 51% stake in Eire Born Spirits (EBS), the company behind Proper No Twelve, during the publication of its first quarter results.

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Conor McGregor Gives Back to His Fans With His Whiskey Brand

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Conor McGregor Gives Back to His Fans With His Whiskey Brand

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McGregor gives back to his fans by visiting a bar in Florida and buying everyone a drink of his own-branded whiskey, Proper Twelve.

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Conor McGregor buys an entire bar a drink of Proper 12

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During the Covid-19 lockdown, Conor McGregor donated €1 million worth of PPE (Personal Protective Equipment) and delivered it personally to hospitals that were most affected during that time in Ireland.

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LAS VEGAS, NEVADA - JANUARY 18: Conor McGregor of Ireland stands in the octagon following his ... [+]
Zuffa LLC via Getty Images

Former two-division UFC champion Conor McGregor in March promised to donate €1 million worth (1,098,315.00 USD) of personal protective equipment to hospitals in the Republic of Ireland. The Irish fighter came through with those donations earlier this week.

McGregor posted a message he wrote to Ireland's Minister for Finance Paschal Donohoe last week about the donation and also informed Donohoe of the efforts he had made regarding personal safety during the global coronavirus pandemic. He also urged Donohoe to take be more active in enforcing a lockdown in Ireland.

"I feel like we are moving in the right way, it just feels to me like it is not all the way. I urge all the way! 'All in' is the term we must use here," McGregor added. "Bit by bit (it) will cost us lives."

"Today I am purchasing myself, €1 million euro worth of personal protective equipment to be deployed to all the fighting hospitals in the Leinster region. Our most affected region, to this date. St. James, Mater, Tallaght, Beaumont, Vincent's," wrote McGregor.

McGregor used his social media accounts to show the deliveries he promised being made earlier this week.

McGregor has been one of the more outspoken UFC athletes regarding safety during the global pandemic. He urged the country to shut down travel from the airport and seaports for public use and posted a speech to the people of Ireland about the need for precaution.

"Hello everyone, hello Ireland. We have now entered a more substantial lockdown, and I am pleased to see it. You see, if you do not enter the game, you cannot win it. We have now entered this game, and with strict adherence to the methods, we will win," said McGregor. "To the Irish public, we must abide by the legislation put forward tonight by our leaders. No further than two kilometers from home, no un-essential travel, and full closure of all non-essential business. Now, more than ever, we must abide by this, and I pray for the health and safety of our country. The fate of our lives and the lives of our loved ones depends on it. Together, we must encourage home workouts, and we must encourage healthy immune-boosting nutrition plans."

Follow me on Twitter. Check out some of my other work here.

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Conor McGregor Delivers €1 Million Worth Of PPE To Ireland Hospitals

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Former two-division UFC champion Conor McGregor in March promised to donate €1 million worth (1,098,315.00 USD) of personal protective equipment to hospitals in the Republic of Ireland. The Irish fighter came through with those donations earlier this week.

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Conor McGregor star image has changed through the years but the more popular and prominent in the media Conor McGregor appears, the more trouble seems to follow him. He becomes a contradiction of the other star images that he displays or has displayed previously.

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The Mirror reported about Ian Garry, an MMA Fighter signed by the UFC, who was inspired by Conor McGregor to pursue this career.  Ian Garry states that McGregor was his 'idol' and that he was, "Someone we sat around staying up for late nights with friends to watch his fights."

The article further emphasises the impact McGregor had on his fans and his country.

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EXCLUSIVE: Ian Garry spent his adolescence watching Conor McGregor's unprecedented rise to the top of the UFC and plans to work with his fellow Irishman on the mats

Ian Machado Garry is eyeing up a potential opportunity to train with Conor McGregor when he returns to Ireland later this year.

The Dublin native has been living in Florida to train at Sanford MMA, which was recently rebranded as Kill Cliff FC, since signing with the UFC last summer. But he is planning to take a breath and head to the UK with his TV host wife Layla Anna-Lee as they prepare to welcome their first son in the next few months.

He raced to 10-0 as a professional with three UFC wins within nine months, knocking out Jordan Williams and taking unanimous decision wins over Darian Weeks and Gabe Green. And now focus will shift in the Machado household to their impending new arrival, with plans in place to head back to London, where Garry's wife is from.

While he is in the UK, Garry will be just a short hop away from his home country, where he hasn't set foot since a brief Christmas visit to see family. And with McGregor recently getting back on the mats after recovering from a broken leg, Garry plans to finally work with his idol, who inspired him to pursue his MMA dreams during his astronomical rise to gold in two divisions.

"There's no way any time that man posts about me or comments on my fights that I'm not going to be excited," Garry explained in an exclusive chat with Mirror Fighting . "He's someone we sat around staying up for late nights with friends to watch his fights.

"All of the press conferences, the build-up to all the fights, we were so emotionally invested in his fights. I'll never forget those moments, Mendes, Aldo, I remember where I was for every single one.

"It will always be amazing that my name is coming out of his mouth. That's special to me, and the fact is that potentially when I come home to Ireland we could train together, I would love. Even if we just sat down and talked it would be awesome, I'm just a fan of his, and I always will be."

Garry's son will be born within the coming months, which likely rules him out of a number of big upcoming cards. He has indicated an interest in fighting in Paris this September, but that would likely arrive too soon for him, given how involved he plans to be with his first born.

But he will stay in training and remain ready for major opportunities whenever the UFC decide they want him out again. While he has proved to be a divisive character since making his debut, he impressed fans with an utterly dominant victory over the gritty 29-year-old Green in his last outing.

"Some people think I don't understand or hear the fans that much," Garry said. "But have you ever heard me after my performances? I'm the one who says all of that stuff, I'm the one in the ring and I'm also the one criticising myself more than anybody.
Are you a fan of Ian Garry? Let us know your thoughts on the UFC's newest Irish star in the comment section below!
"I can sit here and say that was absolutely one of my best performances to date and one of the best performances of my career, it's because it's true. I'm proving my inner violence a little bit more, putting those beautiful combinations, staying pretty on the outside and hitting someone hard.

"There were a lot of times in that fight where I felt like I could have finished it, but I was enjoying myself and there were people who paid good money to sit in those seats, or stayed up until all hours at home, to watch me fight. I want to put on a show, I want to hit someone hard enough that they start to wobble.

"Let's slow the brakes, slow down, I want to have fun! I'm just playing with my food over here, I absolutely love what I do, but I am the biggest critic of myself, over everybody.

"Straight after my fight I sat there and I spoke to my three cornermen and said 'here's what I have to do to get better'. I feel those feelings and I know exactly in that moment is when I should act on them.

"I messaged my strength and conditioning coach and I said 'you see this combination', I posted the one on Instagram, I said 'I want to be in this flow state for 15 minutes, turn the volume up and go for four minutes straight if I need to, kick and twist and everything."

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Ian Garry planning to train with Conor McGregor when he returns to Ireland

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EXCLUSIVE: Ian Garry spent his adolescence watching Conor McGregor's unprecedented rise to the top of the UFC and plans to work with his fellow Irishman on the mats Ian Machado Garry is eyeing up a potential opportunity to train with Conor McGregor when he returns to Ireland later this year.

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Conor McGregor has a loyal fanbase, that have prominently been the Irish crowd who have supported him from the Irish shores while also following him at any given chance or opportunity.

Although, he is not loved by many, Conor McGregor can be seen as a 'national emblem' as his roots and patriotism for Ireland is demonstrated through the media, would it be his own modes of media, through other publications or donning the Irish flag after each fight, as they display McGregor showing love for his country and his fans while he tries to give back to them. Moreover, the idea of being a 'national emblem' links back his image of 'rags-to-riches' due to the relatability that the Irish people see in him and themselves.

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Conor McGregor reacts to the Machine Gun Kelly FIGHT at VMAs!

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Conor McGregor reacts to the Machine Gun Kelly FIGHT at VMAs!

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Conor McGregor reacts after his altercation with Machine Gun Kelly (MGK) which was caused by an exchange of words leading to McGregor lunging at MGK and trying to attack him. This 'villain' image that McGregor perceives here is very contradictory to the image he was developing when he won his first UFC championship.

McGregor goes on to disrespect him by calling him a 'vanilla fighter' and that he knows nothing about him but that he is Megan Fox's partner.

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Conor McGregor REACTS to Machine Gun Kelly FIGHT at VMAs!

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Will the real Conor McGregor please stand up?

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Will the real Conor McGregor please stand up?

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Promo released promoting UFC 246 and Conor McGregor's return depicting his rise to the top and his fall, a link to both images of 'rags-to-riches' and 'the underdog'.

The promo creates a narrative of Conor McGregor possibly completing a comeback story. At this point, he has reached a new point in his career as he has fallen from the top and his past troubles are displayed in the video. The narration in the video is taken from several sources saying, "he is proving the haters right unfortunately...a lot of the things he has done are indefensible". Once again, McGregor has became 'the underdog' who has to exceed the expectations.

The video also showcases old footage of McGregor's rise creating a poignant tone before showcasing his downfall, and the emotion of wanting to root for McGregor despite his mistakes. The title further asserts this as it is almost a cry out call to have image of McGregor that was perceived years before this event.

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Will the real Conor McGregor please stand up? | BT Sport UFC 246 promo

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'There's only one Conor McGregor' - Mick Konstantin

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'There's only one Conor McGregor' - Mick Konstantin

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Mick Konstantin, an Irish super-fan and music artist creates a song about Conor McGregor that went viral and was sung during and before the fight week against McGregor's monumental fight against Floyd Mayweather.

The songs lyrics show support for McGregor and spotlights his 'rags-to-riches' story. A clear indicator that the Irish fans look at McGregor as a role model and a 'national emblem'.

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'There's only one Conor McGregor': Mick Konstantin live in Las Vegas - BBC Sport

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Conor McGregor's hometown of Dublin is filled of murals around the city illustrating images of Conor McGregor

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The Irish mainstream media are still deciding if MMA is a sport, questions of whether Conor McGregor 's boxing bout with Floyd Mayweather has any sporting merit are still being batted around, but a quick walk around Dublin speaks to how passionate the Irish fans are when it comes to "The Notorious".

Sin Nightclub has hosted several of McGregor's after parties over the years and the Temple Bar premises has become somewhat synonymous for murals of the SBG fighter ahead of his big bouts.

In the lead-up to his polarizing boxing bout with Mayweather, the latest effigy shows McGregor standing over the defeated "Money", as John Kavanagh, Owen Roddy and Artem Lobov watch on in amazement through the ropes of a boxing ring.

Judging by the Old County Barbers' Facebook page, McGregor has frequented the shop in his hometown of Crumlin over the years.

In the lead up to the fight, the owners have encouraged punters to take a picture with the shutters that display McGregor's face halved alongside Floyd Mayweather's and to post it on their page. After the fight, the best picture will be selected, the owner of which will win a cash prize.

The placement of Sarah Bracken's McGregor piece on Gardiner Street is interesting in itself. In his article for ESPN, Wright Thompson wrote about the Irishman inciting "a feud" by simply driving his car onto Sheriff Street earlier in his UFC tenure.

"Doubt is only removed by action," reads one side of the electricity box. On the other side, another quote attributed to McGregor says, "Be passionate, be optimistic, be grateful".

Sheriff Street is a five-minute walk from the location of Bracken's colorful piece.

Untouched after arriving in the location forty-eight hours before I managed to photograph it, something tells me that the gleaming depiction would have been defaced to some degree if McGregor was an enemy of the north side of the city, as portrayed in Thompson's article.

A north side suburb, Blanchardstown, pays tribute to McGregor's biggest feat up until he signed on the dotted line to face Mayweather.

His victory over Eddie Alvarez saw the Dubliner become the first fighter to ever hold two UFC titles simultaneously. The piece depicting 'The Champ Champ' popped up shortly after the Madison Square Garden win in a skate park at the Millennium Park, which sits next to the area's biggest landmark: The Blanchardstown Shopping Center.

Just as commuters leave Dublin, they get a reminder of McGregor's nonchalance when it comes to facing one of the greatest boxers of all time.

Written in large black font on a wall at Glen of the Downs, clearly in view from national road N11 from Dublin to Wicklow, McGregor's infamous line from the Toronto leg of the press conference tour for MayMac shouts proudly:

"F*CK THE MAYWEATHERS"

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Irish street art pays tribute to Conor McGregor ahead of Mayweather vs. McGregor

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The Irish mainstream media are still deciding if MMA is a sport, questions of whether Conor McGregor 's boxing bout with Floyd Mayweather has any sporting merit are still being batted around, but a quick walk around Dublin speaks to how passionate the Irish fans are when it comes to "The Notorious".

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Warner, H. (2013). Fashion and Celebrity Culture by Pamela Church Gibson. Celebrity Studies, pp.258-260.

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Warner, H. (2013). Fashion and Celebrity Culture by Pamela Church Gibson. Celebrity Studies, pp.258-260.

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In this book review, Warner talks about how Rachel Mosley states that fashion can make the stars, 'special, unreachable and untouchable' and how fashion is the 'connective tissue of the social' (2013). Conor McGregor's role in fashion displays this connective tissue as he demonstrates a new way of connecting with the public and his fandom that spectate him or follow him. He gives them the opportunity to dress like him or wear clothes that are approved by him.

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This article contains the information on how those that were affected remember the situation. This includes the fighters that were on the bus, Khabib Nurmagomedov and even the president of the UFC (Dana White).

The article portrays Conor McGregor as a villain, recalling all of the consequences due to his actions, such as being arrested, that had an effect on not just him but the people surrounding him. Furthermore, it recalls quotes such as, "If that bus door had opened, this man would be dead right now." Leading to further links of McGregor being portrayed as the bad guy and not 'the underdog' or even 'the rebel' persona.

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The Brooklyn bus attack. It sounds like the title of a blockbuster action crime movie, and in a way, it is. When Conor McGregor showed up at Barclays Center just after the conclusion of a UFC 223 media day on April 5, looking to confront one of that weekend's main event fighters, we had the makings of a drama. When the Irishman threw a steel dolly through the window of a bus carrying the fighter he was targeting, lightweight champion Khabib Nurmagomedov, as well as several other fighters and UFC staff -- some of whom were injured in the attack -- there was the crime. Now McGregor and Nurmagomedov will take their beef inside the Octagon. The genesis of the notorious drama came when Artem Lobov, a friend and training partner of McGregor's, spoke to reporters in his native Russia and was critical of Nurmagomedov. "Khabib pulled out six times already. He always pulls out of fights," Lobov said in Russian, according to a translation on MMAimports.com. "If something hurts a little bit, his a-- or whatever, he pulls out. He can't even make weight. He doesn't give a s--- about his fans, that everyone flew from Russia -- even getting a visa is a pain, and travel expenses -- all in order to see him, and he doesn't show up. And it's not once, not two, three or four times. "Who is chicken here? Who is afraid? Conor shows up every time no matter what. He's a true fighter. He's a true champion. Champion isn't just a belt around your waist. It's mentality, it's your heart. Conor is a real champion, and Khabib is not even close. Did you see Conor pulling out of a fight even once? Everyone has injuries, everyone has problems making weight, but one is a champion and shows up no matter what, and the other one is a coward who pulls out every time."
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Dana White voices strong displeasure after an ugly incident at UFC 223 media day, in which Conor McGregor and his entourage attacked a bus, injuring several people at the Barclays Center in Brooklyn.

Nurmagomedov heard about that interview. On the Tuesday of fight week, with Lobov in New York to compete on Khabib's undercard, the two happened to see each other at the fighters hotel. There was a verbal confrontation in Russian, captured and translated in an MMAfocus.com video. How did the UFC get from Conor's dolly vs. Khabib's bus to a 155-pound title fight between the current champion and former titleholder?
Nurmagomedov: "Don't say my name, you understand me? You got it or not? I'm asking you. Say it to my face. You said I'm a p---y? Did you?"

Lobov: "I didn't say that."

Nurmagomedov (his hand holding Lobov by the back of the neck): "How you didn't say? Say it to my face. You said I'm a p---y, didn't you?"

Lobov: "I didn't say this."
Word of this confrontation reached McGregor in Ireland and a group of friends jumped on a private plane headed to New York. They showed up at Barclays Center shortly after the UFC 223 media day ended. The arena doors were locked, but they were let in the building, allegedly, by employees of a McGregor-owned website.
Nurmagomedov: "How you didn't say? Don't say such things anymore." (Then Nurmagomedov appeared to slap Lobov on the back of his head before walking away.)

Dana White, speaking to reporters immediately after the incident: "What happened here today is Conor and approximately 20 guys were apparently let in through the doors by the Mac Life guys, who were credentialed here. They opened the doors for them through an entrance, and they stormed the building. They got down to the loading docks, where the fighters were getting on the buses [to return to the fighter hotel], and they started to attack the buses."

Felice Herrig, UFC strawweight who was at Barclays to promote her fight with Karolina Kowalkiewicz, speaking to TMZ: "There's two fighter buses taking us back from media day from the Barclays Center, and all I hear is ruckus and big bangs. It was like garbage cans being thrown and the railing thrown ... and everyone's like, 'That's Conor. That's Conor. That's Conor and his whole team.' And they're raiding the buses, throwing garbage cans, throwing railings at [the other bus]. And I don't know why."

Max Holloway, UFC featherweight champion who was scheduled to fight Nurmagomedov that weekend, speaking to Ariel Helwani on "The MMA Hour": "We were on the other bus. I didn't even know it was Conor. People were yelling, 'It's Conor! It's Conor!' And I was like, 'I don't see him.' When we saw the video, the guy who was running around and stuff was Conor. I was watching him do the crazy stuff. I was like, 'Oh, man, that's pretty nuts.' Imagine if they did show up to the media event. I think it would have been even more wild."

Al Iaquinta, UFC lightweight who was on the bus with Nurmagomedov and ended up fighting him in the weekend's main event after Holloway was pulled from the bout, speaking to Helwani on "The MMA Hour": "Everyone was freaking out. That was insane. No one knew what was going on. Everyone was, 'What the heck is this? What are we under attack from?' And then we saw Conor running, and we were like, 'Oh ... all right.' So I whipped out my phone, and I just started filming him."

White, to reporters: "They broke one of the windows and cut Michael Chiesa really badly. He cut his head. He cut his face. Rose Namajunas was apparently almost hit. She's super upset right now and basically left to walk back to the hotel."

Namajunas, UFC strawweight champion who was preparing for her co-main event fight against Joanna Jedrzejczyk, speaking to the media: "The chair nearly came at my window. Thankfully to the bus driver, he was on point. He was backing up the bus as it came to my window, and it ended up hitting Michael Chiesa in the head instead, unfortunately. So thanks, Michael [laughs]."

Chiesa, who was cut on the head by shattered glass, speaking to the Los Angeles Times: "It was just crazy, man. It was just a crazy situation to be involuntarily involved in."

Ray Borg, who was seated next to Chiesa and had glass go into his eye, speaking to Helwani on "The MMA Hour": "I wiped my eyes, and the glass went right onto my face. My eye was a little irritated, but I didn't really think much of it. And it wasn't until later that day that the small shards and particles of glass that were on my cornea were what really caused the irritation."

White: "They hurt one of our employees, broke one of our employee's knuckles."

Reed Harris, vice president of athlete development for the UFC who is seen in videos trying to stop the attack, via Twitter (post has since been deleted but was captured here): "At hospital with one of my coworkers. Possible broken hand due to attack by Conor and his gang of thugs. I got cut and showered with glass. We thought we were gonna die. ... When the hand truck [entered through] window and hit Chiesa in the head and he started gushing blood, yes, I thought we were in big trouble. ... I've been in dozens of scuffles in UFC. Never once was I scared. This time was different."

Nurmagomedov, speaking this week to ESPN's Brett Okamoto: "People who [were] with me in bus, like Chiesa, Iaquinta, girls like Namajunas and other girls like Kowalkiewicz, Ilir Latifi -- I remember everybody -- a lot of people with me in bus, and they know how quickly this happened and how many guys [were] between us, how many guys don't let me go out. Everybody hold me. You can ask these guys what happened when [McGregor and his cohorts] come. I feel relaxed. I'm laughing."

Holloway: "I don't think he really meant to break the bus [window] with the dolly. I think that he was shocked that he broke it because when I was watching, he actually picked up a metal trashcan, and he put it down, and he grabbed a plastic trashcan, and he threw that instead. That was after he threw the dolly. He was running with the barricade -- he knows he was going to get stopped with the barricade."

Namajunas: "It shook me up because I didn't know how far it was going to escalate. All the guys inside, they wanted to fight back, and they wanted to go jump out of the bus. But I don't know if they're going to open the door, all come in. They're obviously not directly after me, but I'm just caught in this scenario.

"My imagination goes crazy. After all the things I've been through in the past, I know that anybody can have a knife or a gun. We don't know. So I jumped to the negative pretty quickly. There were a lot of thoughts going into this fight, but I'm just grateful to be in one piece and to be happy, healthy and safe."

Chiesa: "When the dust settled, I went back to the hotel, started cutting weight and going through the process to compete. And then they pulled the plug."

A decision was made by the New York State Athletic Commission to pull me from UFC 223. I'm devastated to say the least. @Showtimepettis I hope to run this match up ASAP, June 9th in your backyard. That's all I have to say for now. Much love.
- Michael Chiesa (@MikeMav22) April 6, 2018
Chiesa's fight with Anthony Pettis and Borg's bout with Brandon Moreno were canceled because of their injuries, and the UFC scrapped Lobov's fight with Alex Caceres because of the Russian's involvement in the incident. (Chiesa later filed a civil lawsuit against McGregor, alleging "serious personal, economic and other injury.")
Borg: "I personally didn't even want to get looked at by a doctor, but as I was trying to get on with my weight cut, my eye just started killing me, and I was advised to go see a doctor and get checked out. ... He looks in my eye and tells me it looks like I have some corneal abrasions, maybe iritis, because I was kind of sensitive to light. So as I get to the hospital, they admit me, and they didn't just look at my eye and say, 'Oh, yeah, your eye looks a little messed up. You can't fight.' They ran a whole [gamut of tests]. They did it twice just to double-check to make sure. I had them do it twice. They said I had multiple corneal abrasions, which was causing the irritation and a little bit of the blurriness that I was seeing."

Namajunas, asked if she considered pulling out of her fight, speaking to reporters after Saturday's event: "Yeah, I did. But I think a lot of times leading up to many fights, I think that. I'll doubt myself or I'll question myself. But the voice was strong this time."
McGregor and his crew fled the scene after the attack, but he and his SBG teammate Cian Cowley turned themselves in to police that night. McGregor was charged with three counts of felony assault and one count of criminal mischief, and a court hearing was set for June 14.
White, to reporters on the scene: "Obviously, everybody is shaken up. When 30 thugs storm a building when these guys were all cutting weight and getting ready for a fight. This is the most disgusting thing that's happened in the history of the company."

McGregor, following his June 14 appearance in Kings County Criminal Court, to reporters outside the courthouse: "I regret my actions that led me here today. I understand the seriousness of this matter, and I'm hopeful to get it resolved soon."

Namajunas, revealing that she received an apologetic Instagram message from McGregor, speaking to ESPN's Helwani: "I didn't really, I guess, consider it a real apology. It said, 'I'm sorry for what happened' ... but then he immediately went on to justifying what he did and stuff like that and the reasons why he did it. ... I don't care what beef he's got with who. That's none of my business. ... So there was an apology, and I'm a pretty cool person, and I always accept apologies, but to me, I'm like a personal person, I like face to face. That's how I like to handle things. ... Yeah, I said 'F--- that.' I said call Pat [Barry, her husband]. I just put Pat's phone number and said, 'F--- that, to whatever your message is, and call him.'"

Chiesa, told that McGregor reached out to another fighter impacted by the attack, speaking to the Los Angeles Times: "I haven't heard from him, so f--- him. Brooklyn was a f---ing heartbreaker, to say the least. ... I lost a title shot. I have proof. I was the highest-ranked guy on the card. I would have stepped in to fight Khabib at the drop of a dime [after Holloway was pulled from the main event]. I've always loved the fight with Khabib. Bless his heart, he's a cool-ass guy, but this is a sport, and I've always liked the way I matched up against him. And I got f---ed out of that opportunity. You work your whole life for those kinds of opportunities."
On July 26, McGregor agreed to a plea deal in which all felony counts were dismissed. He pled guilty to one count of disorderly conduct and was compelled to put in five days of community service, undergo an anger management evaluation and pay restitution for damages he inflicted.
McGregor, following the court appearance, speaking outside the courthouse: "I just want to say I'm thankful to the D.A. and the judge for allowing me to move forward. I want to say to my friends, my family, my fans: Thank you for supporting me."
Then came last week's UFC 229 news conference at Radio City Music Hall in New York.
McGregor, speaking to the media: "If that bus door had opened, this man would be dead right now. He would be in a box, and I would be in a cell."

Nurmagomedov, speaking this week to ESPN's Brett Okamoto: "I tried to go out [from the bus], and then I understand: He come with 30 people, with camera, you know? If you come to fight with someone, why you need camera? For show?"

Conor McGregor interrupts Khabib Nurmagomedov to go OFF about the incident where McGregor threw a dolly through a bus window. �� pic.twitter.com/bRRBXSsiZb

- ESPN (@espn) September 21, 2018

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The McGregor bus attack, in the words of those who were there

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The Brooklyn bus attack. It sounds like the title of a blockbuster action crime movie, and in a way, it is. When Conor McGregor showed up at Barclays Center just after the conclusion of a UFC 223 media day on April 5, looking to confront one of that weekend's main event fighters, we had the makings of a drama.

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TMZ reporting on Conor McGregor's attack on the bus that contained UFC fighters and his soon-to-be opponent at that time, Khabib Nurmagomedov (McGregor's arch-rival in the sport).

The video was not scripted and included authentic footage that was not planned, highlighting McGregor's reckless behaviour and connecting back to his new fully developed persona of being 'the rebel', leading to one of his many arrests.

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Insane Alternate Angle of Conor McGregor Bus Attack | TMZ Sports

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Conor McGregor continues his war of words with Floyd Mayweather in NYC | BROOKLYN | UFC ON FOX

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Press Conference in Brooklyn, New York Promoting the Fight

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Press Conference in Brooklyn, New York Promoting the Fight

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Conor McGregor clash of personalities becomes very visible in his promotion of the fight through various aspects.

His wardrobe choice has changed from suits to being topless and wearing a jacket made out of fur and perceptible trousers that connote flamboyance and a maverick attitude.

He is also dancing on the stage while also confronting the allegations that were made against him about his possible racial comments as his controversial side is slowly emerging.

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Conor McGregror continues his war of words with Floyd Mayweather in NYC | BROOKLYN | UFC ON FOX

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'The Underdog' and 'The Rebel': The Clash and Contradiction of Star Images/ Personas

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'The Underdog' and 'The Rebel': The Clash and Contradiction of Star Images/ Personas

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Suddenly, the images of Conor McGregor that he tries to perceive in the media start to clash and contradict with each other with each one being dominant in their own respected times yet never truly disappearing ever completely.

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Conor McGregor image of 'underdog' slowly disappears as he reaches the pinnacle of the sport, and instead fully adopts 'the rebel' image that we seen glimpses of in the past. He calls out the rest of the fighters in the interview and refuses to apologise to anybody.

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UFC 205: Conor McGregor Octagon Interview

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Conor McGregor steps away from the sport of MMA and the UFC to crossover to Boxing and fight Floyd Mayweather, a fight that was described as the 'money fight'.

This was a point in his career, that we can see his 'rags to riches' image vanish as McGregor would stop being perceived as someone who came from nothing to being everything, instead he would be perceived as someone who has it all and the idea that he had a difficult upbringing would slowly dissolve in the eye of the public. Yet his 'underdog' image was still there but slowly vanishing too as he entered the fight as an 'underdog' exceeding the expectations although losing by knockout in the tenth round

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Video preview of the champion vs champion fight uploaded by the UFC on YouTube.
Repeatedly, McGregor is made out to be an 'underdog' that is ready to exceed expectations once again. The video also showcases Conor McGregor's rise from 'rags to riches' again by displaying his journey from winning his first fight to winning the first world title to avenging his loss against Nate Diaz. There is a constant emphasis on his journey as his star image and authenticity is dependant on it.

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UFC 205: Alvarez vs McGregor - Extended Preview

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Conor McGregor headlining UFC 205 as shown on the poster.

McGregor wins the fight by knockout in the second round.

He becomes a double champion.

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Parker, J. (2016). The Penultimate fighter: the Fantastic rise--and Stunning fall--of Ultimate Fighting Champion Conor McGregor. The Atlantic, 317(5).

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Parker, J. (2016). The Penultimate fighter: the Fantastic rise--and Stunning fall--of Ultimate Fighting Champion Conor McGregor. The Atlantic, 317(5).

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James Parker (2016) describes McGregor as a fighter who brought the eye of the public to the sport, yet quickly shifts to his first loss within the company, calling him 'penultimate', and connoting a sense of him being finished and doubted once again (Parker, 2016). This links back to McGregor perceiving the image of 'rags to riches' and the 'underdog'.

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Video preview of the anticipated rematch uploaded by the UFC on YouTube. McGregor is very much perceived as the 'underdog' in the video, showcasing the doubt that was burdened upon him.

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UFC 202: Diaz vs McGregor 2 - Joe Rogan Preview

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Goldschmied, N. (2007). The Appeal of the Underdog: Definition of the Construct and Implications for the Self. pp.1–16.

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Goldschmied, N. (2007). The Appeal of the Underdog: Definition of the Construct and Implications for the Self. pp.1–16.

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The term 'underdog' has various definitions that differ slightly in different ways but agree on the common ground that it is used for someone who is not expected to win or has exceeded the expectations that were laid upon them (Goldschmied, 2007). The "underdog effect" also switches on the relatability that the reader will feel towards the person or character instigating the support we have for them, as we tend to root more often for the 'underdog' than his opposition (Goldschmied, 2007). We can see the 'underdog' image through Conor McGregor.

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Conor McGregor headlining UFC 196 as shown on the poster.

McGregor loses the fight by submission in the second round.

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Conor McGregor's career as a fighter can be referred to as a 'rags to riches' story, yet it is also continuously an 'underdog' story as he is doubted throughout his career constantly yet leapfrogging most obstacles and the expectations of the public, his fans and his anti-fans.

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Conor McGregor Dresses to Impress and Pitch New August McGregor Suit Collection

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Conor McGregor Dresses to Impress and Pitch New August McGregor Suit Collection

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Conor McGregor's fashion discussed in WWD, a fashion-industry trade journal, even when attending an NFL game emphasising his influence in the fashion industry.

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Conor McGregor Dresses to Impress and Pitch New August McGregor Suit Collection

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As a fan of the New England Patriots and the Los Angeles Rams, UFC fighter Conor “The Notorious” McGregor chose a purple suit to stay neutral.

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GQ's Article About One of McGregor's Famous Suits

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GQ's Article About One of McGregor's Famous Suits

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Conor McGregor's famous suit that he wore to the first press conference of his world tour, becomes available to purchase due to high-demand from his fans.

The GQ article discusses the materials and labour that goes into making the suit rather than focusing on McGregor's fighting career. This is evidence of McGregor transcending the sport and being more than just a sports athlete or fighter.

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Conor McGregor’s ‘Eff You’ Suit Can Now Be Yours

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The custom three-piece suit isn’t just for rich trash-talking MMA fighters anymore (but being rich definitely helps).

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Another publication that is not focused on sports, publishes an article about Conor McGregor's influence on the fashion industry and his contribution to it as we see a different side of him.

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In the UFC, champions come and go, but there's never been an athlete like Conor McGregor. The Irishman, who returns to the Octagon on January 23 against Dustin Poirier, is larger than life, an iconoclast in the same mold as Muhammed Ali, Floyd Mayweather, or Russell Westbrook. While his mouth may run and run and run, it's backed up by legendary victories and a wicked striking game. The same holds true for his signature style, to which no one in the UFC or mixed martial arts has come close: carefully tailored suits, oversized sunglasses, and a manicured beard that oozes cool. It seems totally in character, then, that he'd follow the lead of other larger-than-life athletes who have launched their own clothing brands, most recently with a collaboration with Roots of Fight, and, most expansively, his signature label August McGregor.

Related Guides

"Conor set the bar for all athletes that there should be an arrival presence, regardless of the sport," says Michael Montanez, director of marketing and commerce for August McGregor's parent company David August Inc. "All of the brand is a small fragment of his attributes."

The company's history far pre-dates McGregor's debut in the UFC, and it begins with bespoke tailor David Heil. While his most famous clients include NFL, PGA, and NBA players (the late Kobe Bryant, among others), Heil also outfitted Brad Pitt, Bruce Springsteen, and Elon Musk. Names also on that list: UFC owner Lorenzo Fertitta and president Dana White. When a young McGregor was preparing for his first time in the Octagon in 2013, White connected the two, and that relationship continued and grew as McGregor's star rose. At the Mayweather boxing match, the deal was officially struck, and around the time of the Khabib Nurmagomedov fight, in August 2018, August McGregor released its first capsule.

It's been four capsules now, the last of which was released in November 2020, along with countless collaborations with small independent brands, including hats with Putnam Accessory Group, jackets with Bobbi Parka, and most recently a line of premium denim with New York's Prps. It's all limited release and drops throughout the year, especially around big events for McGregor. Does that mean something prior to the Poirier fight? "I'll say that we're furiously working on a couple of design concepts," says Montanez, "and to look out through email and social within the next week."

What began as a suiting brand has since expanded - after all, McGregor can't be in a three-piece all the time - into athleisure, fleece, denim, and beyond. It starts with Heil, who selects patterns and styles he believes are emblematic of the fighter, and then McGregor selects those which fit his brand. Eye-catching patterned trousers, subtle short-sleeve button-downs, and t-shirts with playful personal watercraft graphics all make an appearance. While it's ready to outfit the upscale man for just about every occasion, the through line is all about the confidence that the fighter is so well known for.

"With Conor, you can put him in anything and he's going to own it," Montanez says. "No matter what you have and how you wear it, it's really more about confidence, right?"

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An Insider's Look at Conor McGregor's Clothing Empire - The Manual

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In the UFC, champions come and go, but there's never been an athlete like Conor McGregor. The Irishman, who returns to the Octagon on January 23 against Dustin Poirier, is larger than life, an iconoclast in the same mold as Muhammed Ali, Floyd Mayweather, or Russell Westbrook.

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BBC sport discussing Conor McGregor's fashion with his business partner David August

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BBC sport discussing Conor McGregor's fashion with his business partner David August

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David August discussing the details about working with Conor McGregor on the fashion line such as: McGregor's importance of having a good suit due to his father; McGregor giving back to his fanbase through fashion; the famous pinstripe suit and about being his tailor.

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The man behind Conor McGregor's infamous suits

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Conor McGregor's, 'rags to riches' persona is displayed through his choice of fashion. Part of McGregor's persona is the suits he wears to the events that he attends as it is a construction of his authenticity that is visible to the public sphere.

McGregor was not only discussed in the public sphere surrounding MMA or sport anymore, but in the fashion public sphere as different publications and websites began writing about him such as recurrent appearances and collaborations with GQ.

This also contributes to his ascension from being just a sports athlete but a celebrity as he has put himself in a different industry and develops the new image of a 'Fashionista'.

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UFC Champion Conor McGregor Launches Fashion Label With David August

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UFC Champion Conor McGregor Launches Fashion Label With David August

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Conor McGregor launches a fashion label with David August, called August McGregor.

The fashion label allowed his fans to purchase the iconic suits that he has wore and made conventional to his character

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First the match, then a brand.

Irish UFC champion Conor McGregor is taking his bold personality to the fashion ring, launching a new brand in partnership with custom clothier David August. Named "August McGregor," the men's wear label will offer modern suits designed to appeal to the Millennials who want to follow the fighter's confident sartorial style.

Retailing from January 2018, the brand marks McGregor's first apparel venture and the ready-to-wear debut for his go-to label, which supplies luxury, made-to-measure wardrobes to sports personalities and celebrities such as Kobe Bryant, Robert Downey Jr., Chris Hemsworth, Will Smith and Sylvester Stallone, among others.

"I really want to extend my brand beyond the sport that I love and share an important personal part of myself with the fans," said McGregor.

The champion is known for his flamboyant image, sporting a range of statement, three-piece suit outfits designed by David Heil, founder and creative director of David August.

"We casually chatted about doing a line together but we finally got serious over the past several months," revealed McGregor. "I credit David [Heil] with creating the look that has become a signature of mine and there's no other person I know who understands how fashion can change a person - physically, mentally and emotionally."

"I want someone who buys the complete look to feel as powerful and confident as Conor [McGregor] does whenever he's wearing one of our suits," echoed Heil.

The designer explained how he aims to reach a wider audience through this collaboration, as his company's custom clothing "is expensive, so I haven't had a chance to offer something to a younger guy."

August McGregor's debut collection will be made up of a minimum of 10 looks for spring 2018. Prices for suits will range from $500 to $1,200, while the complete looks with shirts and accessories will retail starting from $650. The collection will be available in select department stores and online at augustmcgregor.com.

Until then, McGregor will continue to impress with his sartorial style, sporting David August attires. In particular, the fighter will wear a look by the label on Saturday for his arrival at the T-Mobile Arena in Las Vegas for the much-anticipated boxing match against Floyd Mayweather. Although the company said the designated look has not been finalized, McGregor's three final options are all three-piece suits crafted in Super 130's wool.

As reported, his opponent Mayweather will wear a custom boxing robe and trunks designed by Philipp Plein.

During the press events leading up to the match, McGregor wore several outfits by the American clothier. The most daring was a customized three-piece suit he sported last month at the first stop of the match's press tour. The suit look featured a pinstripe effect whose stripes were created by lining up a string of explicit words.

The suit was re-created and offered as a limited-edition custom order on David August's e-commerce site retailing at $6,500.

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UFC Champion Conor McGregor to Launch Fashion Label With David August

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First the match, then a brand. Irish UFC champion Conor McGregor is taking his bold personality to the fashion ring, launching a new brand in partnership with custom clothier David August. Named "August McGregor," the men's wear label will offer modern suits designed to appeal to the Millennials who want to follow the fighter's confident sartorial style.

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Conor McGregor: ‘A good suit is like a plate of armour’

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Conor McGregor: ‘A good suit is like a plate of armour’

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A GQ article and interview discussing Conor McGregor's fashion, fighting career, and other business endeavours but mainly focuses on his fashion.

The interview tells McGregor he is referred to as a style icon and asks questions such as who are his "own style icons?"

The fact that Conor McGregor does interviews where his fighting career is not the vocal point of the interview but instead his fashion choices, shows how he has possibly developed another star image/persona such as a 'fashionista'.

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A week before he won $80,000 in his first UFC bout, Conor McGregor was queuing for social welfare at the Dublin dole office. Now, with his menswear line, August McGregor, going from strength to strength, the man who put mixed martial arts on the map talks business, style and fighting

In the beginning, there was fighting. Conor McGregor, the world's most valuable mixed martial artist, has become the sport's first household name over the last six years, scything down opponents in the UFC's octagon with a left hook matched only by a flair for trash-talking and self-confidence to rival Ali himself.

But there was also business. As a man whose life is as close to Grand Theft Auto as it's possible to get without breaking the law - win a fistfight; make $1 million; buy a mansion, a Lamborghini, a fuchsia plaid suit - Crumlin's proudest son is always on the lookout for a new investment opportunity. The rags-to-riches mythos surrounding McGregor, who was living on state benefits and whatever he could earn teaching boxercise classes until he won his first UFC purse, is now so potent that it's becoming difficult to separate rumour and anecdote from his incredible successes. Every McGregor undertaking has an almost heroic bent. Late in 2018, McGregor launched his own whiskey brand, Proper 12, which was so popular that Tesco stores across Ireland were forced to impose a two bottles per person daily limit. Forbes estimated that McGregor made $99m (£82m) in the year leading up to June 2017 alone, with $85m (£70m) of that coming from his climactic underdog fight with Floyd Mayweather Jr. He announced his retirement from MMA and boxing earlier this year and is now funding a housing development for homeless families in Dublin.

And so August McGregor feels like a natural next step. McGregor's debut men's clothing line launched late last year, combining his natural enthusiasm for exuberant three-piece suits and creative business ventures, and was founded in partnership with the designer David August. Designer and fighter are a natural fit: August was the man behind McGregor's infamous pinstripe suit, which he wore to the Mayweather weigh-in and whose minute vertical stitching spelled out the phrase "Fuck You" hundreds of times over.

"The Notorious" spoke to GQ while sitting in a golf buggy outside his palatial new residence in Kildare about clothes, his future business aspirations and how he and his sister are going to cure male pattern baldness.
GQ: Tell us about the inspiration behind August McGregor.
Conor McGregor: Lorenzo Fertitta, the former owner of the UFC, introduced me to David when I made my Las Vegas debut. Our partnership grew, our friendship grew and our love for fashion. We would constantly discuss trends and styles and patterns, and materials most importantly. I'm obsessed with materials. The feel of the cloth. The silk.

My love for fashion and style came from my mother, my father and my family. Where we come from, we always took pride in the fact that we took care of ourselves and had fresh clothing. When did I begin to want to acquire money? Even before my teens. It was just to acquire new footwear. That was the thing: whoever had the clean runners.

When was the first time you really had money to spend and what did you spend it on? What's the first really big item of clothing you remember buying?
It was after my UFC debut in Stockholm [in 2013]. I won the Knockout Of The Night bonus, which was $60,000. My pay for that night was $10,000 to show and $10,000 to win, [so] I walked out of the arena with an $80,000 cheque.

The first thing I did, I took a big chunk of cash out of it out and I gave it to my mother. The second thing was going to a tailor in Dublin city centre. My father, growing up, had always said, "You know you're successful when you've got a fully tailored suit." That stuck in my head for so many years. I went straight into a suit store called Louis Copeland & Sons - it's famous here on Irish soil. I spent about eight hours in there, talking and chatting. They kitted me out with suits. I wanted a fully custom-made, tailored suit on my skin, that feeling of success. I wanted to take that with me to the next chapter of my life. That's what I did with my first paycheque.
Can you describe your first suits?
At that time, I brought in dickie bows. I was in the prelims on the UFC card and the prelim fighters don't get brought to the press conference. You go in, you get some money, you fight, you get the fuck out of there. But I knew I was different. I knew I was going to steal the show. I knew I was going to secure the knockout and I knew I was going to get called to the post-fight press conference.

So I packed in a dickie bow. And I packed in my grandfather's coat. They say a good suit is like a plate of armour. I well believe it. It wasn't a full suit, but it gave me that plate of armour and that confidence.

So when a man puts on a suit from August McGregor, do you want him to feel a fraction of that?
Yes. Like I said to you earlier, I'm very obsessed with the material, how things feel. This is everything for me. I'm very involved in this process. I want to be in the store all day, so I can watch people come in and chat with them. It's what I'm passionate about. The extent of the range we have, no one has that. No one's dropping like we're dropping. There's nothing in the market like that. This is next level. It is high-end fashion. It's high-end fashion and we love it now.
You've had phenomenal success in everything you've done so far: fighting, whiskey and now this. Is there a piece of advice that you would pass on to a fan who was seeking that success in their own life and career?
The things I loved: that's what I went for. I found them and I made careers within them. I didn't walk into a kickboxing gym to become a multiple-weight World Champion. I went into the game originally because I was fascinated with fighting and I wanted to be able to win any fight. I wanted to be confident, out on the street, that I was able to handle myself. Then I became obsessed with it, truly obsessed with it. And then I found a way to make revenue with it. I went into things I'm interested in and I found ways to make them into businesses.

In Ireland, we have master distillers and master drinkers. My grandfather was a master drinker. And he would always say to me, "Ireland are the world champions at making whiskey." [I thought,] "Now, I want to be world champion at making this whiskey." And now I am the world champion at making whiskey! These are all the things that I am passionate about. Find avenues to make revenue from them to support yourself with them.
A lot of people describe you as a style icon. Who are your own style icons?
For me, the OG of fashion and male style is David Beckham. David Beckham was a pioneer. He paved the way for that kind of style. I actually talked to David; he sent me some clothes. They're in my office right now as we speak. At my daughter's christening, my sister bought a dress from Victoria Beckham's own line for the event. We have to go to David for inspiration, who I'd look up to style-wise, back in the day. But, really, my icons in style would be my mother and my father, who inspired me.

Have you ever regretted wearing a particular item of clothing or a specific outfit? Is there anything that you look back on now as a mistake?
No. I look good in anything and I'm fearless. That's a damn good combination. If I look good, then guess what? The whole world loves it too. That's just the way it is.

Right now, I'm in a pair of grey sweatpants and a pair of Reebok Sole Furys that are navy and pink. I think what Reebok are bringing out is awesome. I'm blown away by the stuff they're bringing out. I have my sweatpants tucked in my socks. And then on my T-shirt, I have an August McGregor T-shirt, it says: "Protector. Provider." I'm laidback, floating around the grounds on my golf buggy. That's my golf buggy style.
Are you a hat guy? Do you ever wear hats?
I love a good paddy hat. It's not the weather for it at the minute and the hair is looking luxurious. I've got a mane at the minute. My sister's a hairdresser and listen to this: she's just brought out this exfoliating scrub. I'm actually of the belief that you can reverse the effects of male pattern baldness if you exfoliate the scalp. The hair cannot grow if the scalp is covered. If you're putting product in your hair or you're washing it with stupid hotel shower stuff... If the scalp is clogged up, the hair follicles can't grow. They die. Men don't look after it. They throw anything in it, then eventually they lose it. But if men started looking after that you could catch it before it happens.

Now, maybe not stopping it all, because you get older. But you can certainly - and I mean certainly, certainly, certainly - slow it down drastically. [This is] something I'm interested in. I'm going to start thinking about how I can get my name on that stuff and make it into a business, so we'll see what happens.

You mentioned your cars as well. Have you ever matched an outfit to a motor?
Absolutely. Sometimes I do it subliminally. I've got a good few cars, so whatever I pick out, I could probably match it to one of the cars. But I actually do that with the watches. I have a watch wardrobe - another thing my father taught me about. An accomplished man has got to have a watch wardrobe. Often, I'll pair the clothes to the watch and sometimes I'll walk out and I'll match it to the car also.
Final question. Is there ever a good time to wear leather trousers?
I say this about the fight game: there's a time and a place for every single move. So many people, when fighting styles emerge, when the spinning attack emerges, or something fancy, or something that looks out of the norm, people dismiss it. The old heads dismiss it. The angry ones. "That doesn't work. It won't work." But trust me, there's a time and a place to execute every single move. It's just about having your timing impeccable. So never say never about leather pants. Like I said, there's a time and a place.

Now read:
Conor McGregor: 'I am going for multi-multi-millions' We went to Las Vegas for life advice from Floyd Mayweather London's best boxing gyms

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Conor McGregor: 'A good suit is like a plate of armour'

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A week before he won $80,000 in his first UFC bout, Conor McGregor was queuing for social welfare at the Dublin dole office. Now, with his menswear line, August McGregor, going from strength to strength, the man who put mixed martial arts on the map talks business, style and fighting.

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Conor McGregor's 13-second knockout of Jose Aldo

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Conor McGregor's 13-second knockout of Jose Aldo

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Video of Conor McGregor's knockout, that went viral, still being posted and talked about 6 years after it happened (to the day the video was released), accumulating 2.1 million views.

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Conor McGregor's 13-Second KO of Jose Aldo | UFC 194, 2015 | On This Day

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Redmond, S. (2013). Celebrity and the Media. London: Bloomsbury Publishing Plc, p.4.

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Redmond, S. (2013). Celebrity and the Media. London: Bloomsbury Publishing Plc, p.4.

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Sean Redmond describes celebrities as 'models of perfection', who live a glamorous life that seems 'desirable' but at the same time they might seem to be 'toxic figures', therefore they are negative for us to some extent. A description that resonates with the persona that Conor McGregor reminds us of (Redmond, 2013, p.4).

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Conor McGregor headlining UFC 229 as shown on the poster.

He would go on to lose the fight in the fourth round by submission.

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Conor McGregor headlining UFC 246 as shown on the poster.

Conor McGregor comes out of retirement to fight Donald Cerrone and make his anticipated return to the cage. Conor takes a different approach to the fight as he looks for redemption and the media perceives him as a man looking for redemption, reminding a similar narrative of 'rags to riches' and star image of an 'Underdog'.

He goes on to win the fight in the first round by knockout.

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Conor McGregor headlining UFC 202 as shown on the poster.

McGregor wins the fight by unanimous decision, and avenges his loss.

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The poster for UFC 194 PPV Event that was headlined by Conor McGregor, when he won his first UFC Championship, that thrusted his stardom into the public attention.

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Conor McGregor's post-fight interview where he described his road to this moment, “from nothing, to something, to everything". This was after he had became a World Champion, and caught the attention of the world after going viral with his thirteen second knockout.

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UFC 194: Conor McGregor Post-fight Press Conference Highlights

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Athlete Turned to Star/Celebrity Creating Multiple Star Images

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Athlete Turned to Star/Celebrity Creating Multiple Star Images

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Conor McGregor's sudden rise in the sport of MMA meant that not only did the sport's popularity increased, but his image to stardom meant that he had transcended the sport, and was not just an sports athlete but a 'star'/ 'celebrity' with a 'rags to riches' story and developing several more star images as he thrusted into different industries and corners of stardom.