When Jake Paul made his professional boxing debut, it was largely seen as a publicity stunt. Then, the Youtuber-turned-boxer started winning.
Three years after he knocked out former NBA guard Nate Robinson, Paul has more serious-minded ambitions and positive reviews. On Tuesday, Paul announced a partnership with USA Boxing and earned high praise from the sport's national governing body.
"Jake Paul has become a standout inspiration to younger generations and has emerged as one of the most exciting, influential figures in boxing history," executive director of USA Boxing Mike McAtee said in a statement.
Paul will travel to USA Boxing's Colorado training facility and document the progress of Olympic fighters, advising them on how they can build their personal brands while simultaneously looking to "create a wave of excitement for boxing at this year's Olympics," the statement said.
How did Paul reach this point?
After impressing in fights against lesser competition, Paul defeated a number of former UFC fighters before transitioning to traditional boxers earlier this year. Paul lost narrowly to Tommy Fury in February before defeating Nate Diaz in April.
Last weekend, the 26-year-old defeated Andre August in a first-round knockout. August was considered Paul's most experienced opponent to date, and Paul told ESPN in November that he wanted to forge a more traditional path in boxing "with less hype, less shenanigans, virtually no s*** talk."
"I'm just going in there to be a young boxing prospect who has aspirations to be a world champion," Paul said.
The redirect of Paul's brand from a YouTube star (his channel has 20.5 million subscribers) into a professional boxer has raised a lot of eyebrows—but that should be familiar territory for Paul at this point. He was known for his massive house parties and video content that occasionally landed him in legal trouble.
Now, Paul says his goal in boxing has "always" been to brighten the sport's spotlight, and he is excited to help American boxers gain popularity.
"The mindset of pursuing greatness is one I both see and personally share with Mo McCane, Joshua Edwards, and the rest of Team USA's boxing talent," Paul said in a statement. "The Olympics are the greatest stage in the world, and I'm honored to help bring awareness to USA Boxing and mentor these young, inspiring athletes as they fight for gold."
It's unclear whether Paul can bring his lofty of becoming a world champion to fruition. Despite Paul's undeniable successes to date, ESPN boxing insider Mike Coppinger wrote that there "aren't many in the boxing industry who believe Paul (8-1, 5 KOs) can challenge for a title, much less win one."
Still, Paul's status as "one of the most exciting, influential figures in boxing history" can't be ignored. Whether or not he becomes a champion, Paul is now being asked to help a sport with declining popularity reclaim some of its former luster.
A sport that has traditionally welcomed some showmanship has an opportunity to build its brand with an influencer who has demonstrated success. For a boxer looking to reinvent himself, meanwhile, an Olympic governing body is an impressive co-sign.
Uncommon Knowledge
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Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.
About the writer
Tom Westerholm is a Sports & Culture Reporter for Newsweek. Prior to joining Newsweek, he was the Boston Celtics beat ... Read more
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