(Video) MMA Goat Fedor Emelianenko stars in new ad

Mixed martial arts legend Fedor Emelianenko may have hung up his gloves, but the heavyweight icon is keeping busy with a surprising new endeavor – starring in an advertisement for a fastener company.

The 47-year-old Russian, widely considered one of the greatest MMA fighters of all time, can be seen training intensely in a video ad for Tech-KREP fasteners. Emelianenko showcases his trademark work ethic, performing an array of exercises like shadowboxing, weightlifting, battle ropes, jump rope, and heavy bag work.

The grueling training montage seems to metaphorically depict the toughness and durability of Tech-KREP’s fastening products. While an unusual promotional vehicle, the former PRIDE FC champion’s participation has resonated with MMA fans.

“The Last Emperor” reigned over the heavyweight division for a decade from 2001-2010, going undefeated while capturing titles in PRIDE, Bellator, and other top promotions. His legendary career resume includes victories over MMA greats like Mirko Cro Cop, Andrei Arlovski, and Mark Coleman.

Though he never set foot in the UFC octagon despite years of negotiations, Emelianenko cemented his place among the sport’s elite with a career record of 40-7-1. He retired in February following a loss to Ryan Bader at Bellator 290.

The Tech-KREP ad quickly went viral after its release, as fans praised the unlikely yet ingenious marketing strategy of featuring the revered MMA icon. Many lauded Emelianenko for securing lucrative opportunities while avoiding controversial brand partnerships.

In retirement, the Russian combat sports pioneer remains active in the MMA community while pursuing potential boxing matches, even calling out recently released UFC heavyweight Francis Ngannou.

While his competitive fighting days are over, the Fedor Emelianenko brand clearly still carries immense marketing cachet and mystique.