The Jon Jones Marketing Machine: 80% of the Time, It Works Every Time

Jon Jones’s phone has been hacked!  Again!

Actually, it’s probably been “hacked” for the last seven months, at least.

Earlier today, Damon Martin published a Fox Sports article in which Jones claimed that in his epic fight with Alexander Gustafsson, Jones only “went 80%” and that was the reason Gustafsson had such success against him.

Jones went on to say, “I’m not making excuses,” before issuing the following excuse, “Gustafsson did a great job in the fight, but I know I had a lot more in me.  I did some of the cardio tests that I normally do and my numbers weren’t the same.”

Interestingly enough, Jones posted a selfie to his Instagram account seven months ago prior to the fight with a caption that read, “Just finished a killer cardio workout!! Crushed my numbers from last camp.”

80 percent of the time, it work every time.

80 percent of the time, it works every time.

I know what you’re thinking.  Jon Jones is a liar.  He is clearly trying to spin the hammering he took at the hands of The Mauler that ended with him looking like this:

I disagree.  The blame should be placed at the feet of the culprits who, only recently, were found to have hacked the Light Heavyweight champion’s phone.  They were the ones who must have inflated his cardio numbers! In fact, I bet he never even watched Sabotage as he states in his tweet from March 29th of this year!

I can’t for a minute think that Jon Jones could be trying to sell a fight with Gustafsson before he gets through his opponent this weekend in Glover Teixeira. He’s too smart to be looking past Teixeira, right?   Who knows? Perhaps there is a ready-made excuse on tap from his management team just in the off-chance Teixeira floors him. After all, to craft the narrative you want—where you know and direct everything being said—you have to have to write it from an omniscient point of view, which is difficult to do if your scope, as it is in Jones’s case, is clearly limited.  Kevin Iole himself said it best in an op-ed earlier this week when he said of Jones, “…he likes to control the narrative in a way that the media doesn’t like and shouldn’t accept.”

The only thing Jon Jones is better at than impressively winning every single one of his fights is his ability to rile up MMA fans and poke the bear to sell himself beyond his cage exploits.  It’s a win-win after all. He gives people like me something to write about.  He further sells his next fight. I leave the money on the nightstand and wait for the next PPV. Rinse. Repeat.

Call him a phony. Call him disingenuous. Call him a pair of clown shoes.  But all of those labels should come after “Defending & Reigning UFC Light Heavyweight Champion”.  He is that. 100%… Even if MMA fans should only take him seriously ~15% of the time.


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