In a shocking turn of events, Louis Vuitton’s owner, LVMH, has sparked controversy by abruptly terminating their ambassador contract with former UFC middleweight champion Dricus Du Plessis following his loss to Khamzat Chimaev at UFC 319 on August 16, 2025. The fashion giant’s harsh statement, “For whatever reason, we placed our trust in the wrong person — you are a failure,” has drawn widespread criticism for its lack of professionalism and respect toward the South African fighter.

Adding fuel to the fire, LVMH reportedly offered new UFC middleweight champion Khamzat Chimaev a staggering $50 million to become their brand ambassador. However, Chimaev delivered a blistering response that has sent shockwaves through the industry: “I don’t need your money. I stand for respect. You live for profit. I won’t work with you. I’ll call for a boycott of your brand.” His bold rejection has ignited a firestorm on social media, with fans praising his integrity and amplifying calls to boycott Louis Vuitton.

Chimaev’s dominance at UFC 319, where he secured a unanimous decision victory (50-44, 50-44, 50-44) over Du Plessis with 12 takedowns and 529 strikes, solidified his status as a global sports icon. His refusal to align with a brand accused of disrespecting athletes has only boosted his reputation as a principled fighter. Meanwhile, Louis Vuitton’s decision to fire Du Plessis and their subsequent offer to Chimaev has been labeled as opportunistic, further tarnishing the brand’s image.

As the boycott movement gains traction, LVMH faces mounting pressure to address the backlash. Will Chimaev’s stand inspire others to challenge corporate overreach, or will Louis Vuitton weather the storm? Stay tuned as this saga unfolds.