Matt Brown Backs Josh Hokit's Heel Persona Ahead of UFC 334 Title Fight

Josh Hokit is just one victory away from capturing the heavyweight championship when he faces Ciryl Gane in the main event of UFC 334. The 28-year-old contender has put together a fast rise through the division across just four UFC appearances, securing finishes in three of his wins alongside a Fight of the Year candidate against Curtis Blaydes. Alongside his in-cage success, Hokit's rapid ascent has been driven by his bizarre trash talk, outlandish behavior, and polarizing public outbursts.

While UFC CEO Dana White has admitted he is not a fan of the heavyweight's antics, retired welterweight Matt Brown argued on MMA Fighting's "The Fighter vs." that Hokit's approach serves an important purpose. Brown explained that sports require polarizing figures, noting that Hokit deliberately leans into the animosity from fans and promotion leadership alike to build interest.

"You’ve got to have guys that you don’t like," Brown said. "That’s what makes it all the more interesting is [some people] or Dana [White] don’t f*cking like him, and he’s playing into that. He’s doing shit specifically so that certain people do not like him. I think it’s a good thing for the sport."

However, Brown cautioned that Hokit must find a balance as the spotlight intensifies leading into his championship opportunity. Comparing the situation to Conor McGregor, Brown noted that fighters can push boundaries too far over time. Brown specifically pointed to Hokit's post-fight interview at UFC White House in July, where he made remarks about Michelle Obama, as a moment that approached the limit. According to Brown, Hokit currently sits at the threshold of annoying fans just enough to keep them watching without completely turning them away.