Ivan joins the podcast to talk about how jiu-jitsu culture has changed, why big sponsors still keep their distance, and what combat sports can learn from skateboarding, branding, and authenticity. The conversation goes from current jiu-jitsu drama and professionalism to Ivan’s background in Barcelona skate culture, his time working at Nike, and what makes a brand actually connect with people.  

We get into:
 • the current state of jiu-jitsu culture
 • whether jiu-jitsu is a sport or a lifestyle
 • why money changes underground communities
 • why some athletes and brands last longer than others
 • Ivan’s path from skateboarding to Nike
 • what authenticity really means in branding and in life  

If you’re into jiu-jitsu, skateboarding, creativity, branding, or building something real over time, this one’s for you.


0:00 This Conversation Might Upset People
1:00 Meet Ivan (Why His Perspective Matters)
2:01 Jiu-Jitsu Drama Is Getting Out of Control
6:13 The Truth About ADCC Money
8:41 Jiu-Jitsu Isn’t Really a Sport
12:10 Nobody Is Actually In Charge
15:05 Money Changed Everything
18:42 Brands Want Nothing To Do With This
20:06 You Have to Pick a Lane
23:29 Building a Brand on Drama Fails
25:10 Say It With Your Chest
26:51 Social Media Is Warping People
29:23 Why There’s Still No Governing Body
33:32 One Mistake Can Cost Millions
38:02 From Skateboarding to Nike
42:08 How He Actually Got In
47:19 The Part of Nike Nobody Talks About
50:37 Did Nike Ruin Creativity?
55:15 The Qatar Story Is Crazy
58:39 This Would Blow Up Jiu-Jitsu
1:02:48 Why Skateboarding Took Over
1:06:23 Jiu-Jitsu Lost Its Edge