Adrian Lee Builds Online Empire While Preparing for Career-Defining Tye Ruotolo Battle
Adrian Lee has mastered the art of destruction inside ONE Championship’s ring, but the 19-year-old phenomenon discovered that building his brand requires different weapons entirely.
“The Phenom” transformed from social media skeptic into strategic content creator while maintaining his identity as a fighter first, proving that modern fighters must conquer multiple battlefields simultaneously.
His three consecutive first-round stoppages earned performance bonuses and global recognition, but Lee realized that fighting excellence alone wouldn’t maximize his potential. The Hawaii-based destroyer now faces reigning ONE Welterweight Submission Grappling World Champion Tye Ruotolo at ONE Fight Night 35 on September 5, carrying the pressure of his toughest challenge yet.
“At first, in the beginning of my career, I wasn’t a fan of it. Like, I wouldn’t make any. I wouldn’t post at all,” Lee admitted. “But back then, I didn’t have much of a following. So, I just thought, ‘I could do this myself.’ I started to create my own brand and post more videos because it’s a huge part of the fight game.”
The strategic shift delivered immediate results. His Instagram reels showcasing daily routines reached millions of viewers while providing authentic glimpses into elite fighter preparation. That visibility translated into sponsorship deals with Combat Corner, Legion, Mentality, and Hydragun, proving content creation could be as impactful as ring performance.
“I really do feel like my work has been paying off,” he explained. “In the MMA industry, after I win a fight, I’m like, ‘All the hard work’s been paid off.’ And then with social media, seeing my followers increase, and the sponsorships come in, it’s really been motivating me.”
But Lee maintains clear boundaries between documentation and influence, refusing to let content creation overshadow his ONE World Title ambitions. His family’s storied combat sports legacy demands that fighting excellence remains his primary focus.
“I don’t really want to be labeled as a social media influencer,” he emphasized. “I want to be an MMA fighter who just happens to document his life.”
READ MORE: ONE Championship Announces Full Card For ONE Friday Fights 122
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