Andrew Tate Hype Gone – Daniel Knight Says He Struck When the Iron Was Hot

When Andrew Tate’s rise to fame dominated headlines and social media in 2022, few expected the hype to last forever. Among those who recognized the temporary nature of the buzz was Daniel Knight, founder of Sidekick Boxing. He saw Tate’s sudden popularity as a chance to give his brand a wider audience and acted quickly.

“When Andrew Tate blew up in 2022, I knew it was an opportunity I couldn’t miss,” Knight said. “I got the brand featured on as many media platforms as I could as I knew this hype wouldn’t last forever.”

The strategy gained Sidekick Boxing exposure across multiple outlets, but it also stirred criticism from people close to Tate. Knight recalled, “I got a lot of backlash, especially from Tate’s friends for the media coverage. But I put it down to jealousy because even Andrew himself never had a pop at me. After all I never said anything bad.”

Looking back, Knight believes his decision to capitalize on the moment was the right one. By acting swiftly during a period of heightened attention, he demonstrated how brands can benefit from cultural trends while navigating both opportunity and backlash.

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Sidekick’s Link to Andrew Tate in His Kickboxing Career

Long before Tate became a viral figure, he was already known within the combat sports community as a successful kickboxer. During this period, Sidekick Boxing was one of the brands that sponsored him, supplying equipment and supporting him in his fight career. That early connection meant the brand already had ties to Tate, which later became relevant when his name began dominating mainstream media. The sponsorship gave Sidekick visibility in Tate’s competitive years, associating the company with the world of professional kickboxing at a time when Tate was making his mark in the ring.

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What Was Sidekick Boxing Featured In?

During Tate’s surge in popularity, Sidekick Boxing was featured across several high-profile media platforms. These included The Sun, Channel 4’s documentary I Am Andrew Tate, Sky’s documentary Doom Scroll: Andrew Tate and the Dark Side of the Internet, as well as articles in the Daily Star, Sporf, NationalWorld.com, Sportskeeda, and many more outlets. Knight highlights that this wave of coverage provided unprecedented visibility for his brand. However, he also notes the shift in media interest over time. As he explained, he has spoken with many sports media sites who now tell him that Andrew Tate is no longer a priority to cover, marking how quickly the cycle of hype can move on in today’s media landscape.