Nate Diaz is pissed. And rightfully so, maybe. And in case you were wondering, the UFC will be dropping a Nate and Nick Diaz NFT collection on 4/20. This decision just demonstrates either a jaw-dropping lack of awareness or a genius long play. Let’s fire truck this dumpster fire, because it is so much more complex than just a stinkweed joke that shatters the dreams of a thousand tokes. You might think, "Oh, it's just NFTs." But it's not. It’s a story of power, control, and the changing dynamics between athletes, organizations and Web3.

Exploiting Image for Profit?

Is the UFC deliberately provoking Nate? It sure looks like it. Like cannabis culture itself, the Diaz brothers can be defiant and unpredictable. At the same time, the UFC’s history with marijuana and its fighters is a convoluted one, rife with hypocrisy. We’re not just talking about the suspensions and fines, but the overall culture of public shaming. All of this seems awfully hypocritical in light of the recent cultural awakening. Remember Nick Diaz's five-year suspension? Now they're profiting off that very association. The audacity!

The UFC fighters are supposedly receiving 50% of the revenue generated from their Strike NFTs. This isn't chump change. This could become a tremendous revenue stream, even competing with regular endorsement deals. It’s the equivalent of giving someone a piece of cake laced with poison. She explains, although it might look appetizing, you’re very much aware of the risk that it poses.

Think about it: traditional endorsements are often limited by brand alignment and corporate approval. And while the UFC is still the central authority minting the NFT tokens, with NFTs, an athlete has at least some greater direct control over the assets. Creative secondary market royalties lead to lasting revenue long after an initial purchase. But here's the rub: is that enough when your image is being used against your will, or at least, without your enthusiastic consent?

Contradictions and Changing Landscape

UFC’s position on cannabis has been a roller coaster to say the least. They were draconian enforcers in the past, benching fighters for the most minute levels of THC. That may be true. However, USADA’s policy changes (though not directly implemented by UFC) have made marijuana a pretty non-issue. It’s as if a newly reformed prohibitionist would suddenly choose to open a brewery.

While this change signals the general public’s growing acceptance of cannabis, it underscores the UFC’s trend of being reactive. They’re not at the front of the pack, they’re playing a desperate game of catch-up. By introducing new hard power into the equation, they potentially stand to alienate fighters like Nate Diaz. Diaz has since long been open about his cannabis use, and now he sees their combined image being exploited in a way that strikes him as… off.

Well, we are in the Web3 era, and you all know that owning your IP/image is everything. It’s a digital right that athletes are more and more taking a stand for. By dropping these NFTs, the UFC is essentially saying, "We control your image, and we'll profit from it, even if you don't like it." In short, it’s a nakedly politically power play — one that may just blow up spectacularly in the party’s face.

Genius Marketing, or Exploitation?

So, is this genius marketing? Maybe. The controversy definitely gets people talking. Is it ethically questionable? Absolutely. This precarious balancing act is exactly what the UFC is doing. This weighs the potential for huge earnings against the danger of further ruining its relationship with an already disgruntled combatant who may leave.

Nate called on his supporters to avoid purchasing the NFTs. That's a powerful statement. And it highlights the deeper conflict underlying all this. This isn't just about NFTs; it's about athlete autonomy, control of one's image, and the right to profit from one's own brand, even if that brand is intertwined with a substance that was once considered taboo.

I am a blockchain journalist. I can say that I believe in the potential of Web3 to empower athletes and give them more control over their careers. We are reminded that the old power structures are still in place. They are not going to give up their control without a knock-down, drag-out fight. The 4/20 Diaz NFT drop sparks a digital revolution where the traditional and the future clash. This beauty vs. brawn clash has the potential to radically impact athlete endorsements as we know them and remake the Web3 universe for the better.

It's a calculated gamble. But is it worth the price? Time will tell.