Lee’s rise in ONE Championship has been meteoric – three consecutive first-round finishes, three $50,000 performance bonuses, and the composure of someone far beyond his years. But as he prepares for his toughest test yet against ONE welterweight submission grappling world champion Tye Ruotolo at ONE Fight Night 35 on September 5, Lee wants fans to see more than just highlight reels.
“I want to show the fans who I really am,” Lee said.
His Instagram reels, including detailed glimpses into his daily routine from morning training to evening recovery, have reached millions of viewers seeking authentic athlete content.
The transformation wasn’t immediate. Like many young athletes focused purely on performance, Lee initially resisted the digital side of professional sports.
“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. But back then, I didn’t have much of a following,” he admits.
“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 and the media industry.”
The investment in content creation has delivered returns beyond follower counts. Lee’s growing digital presence has attracted partnerships with Combat Corner, Legion, Mentality, and Hydragun, proving that authentic athlete marketing resonates with brands seeking genuine connections.
“I really do feel like my work has been paying off. 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, deciding to start being consistent and really seeing my followers increase, and the sponsorships come in, it’s really been motivating me to put even more back into it.”
However, Lee maintains clear boundaries about his professional identity. Despite his success in content creation, he refuses to be defined by his social media presence.
“That’s one thing. I don’t really want to be labeled as a social media influencer. I get it that some people have been like, ‘Wow, you’re such an influencer now.’ But I want to be an MMA fighter who just happens to document his life.”
This distinction matters to someone carrying the weight of family legacy. As part of ONE Championship’s most successful fighting family, Lee understands that athletic achievement must remain his primary focus, with content creation serving as documentation rather than distraction.
His approach offers a template for modern athletes navigating the demands of professional sports and digital engagement. By prioritizing authenticity over algorithm optimization, Lee has built genuine connections with fans while securing his financial future through strategic partnerships.
“At whatever point it does become overwhelming, like, ‘Man, I gotta post again,’ I’ll just take a step back and kind of chill out a bit because you know, I’m an MMA fighter first. I got to focus on my own career,” he said.
As his career-defining matchup with Ruotolo approaches, Lee’s social media strategy reflects his fighting philosophy: stay true to yourself, work consistently, and let genuine excellence speak for itself. Whether inside the ring or behind the camera, authenticity remains his most powerful asset.
