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Justin Gaethje: ‘I'm building a brand ... and that brand is violence’

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WSOF NYC - Gaethje v Zeferino & Fitch v Shields Photo by Ed Mulholland/Getty Images

The Ultimate Fighter (TUF) 25: "Redemption" Finale event this weekend (Fri., July 7, 2017) is getting a bit overshadowed by UFC 213, but it has a real beast of a main event in Michael Johnson vs. UFC newcomer Justin Gaethje.

Gaethje is best known for his runs as a World Series of Fighting (WSOF) Lightweight champion, which means he's not really all that well known at all. But, those who are aware know how exciting he is, and now he's working on getting the word out ahead of his fight.

"Fans come for a shot of adrenaline, and that's what I give you," he told Karyn Bryant during International Fight Week's live taping of ‘UFC Tonight.’ "I'm building a brand, and that brand is violence. I promise you I'm the most violent guy in this division. Like I said, I won't go for a submission if I drop him. I'm gonna tell him to stand back up so I can do it again. Knockout, and if he survives til the end of the fifth, I'll give him a high five."

Gaethje has a perfect record (17-0) with 14 knockouts, and only went to decision once in his three year run with World Series Of Fighting. Meanwhile, Michael Johnson is 1-3 over his last fights with his last two losses coming to Khabib Nurmagomedov and Nate Diaz. Adding Gaethje to the list of opponents seems almost mean, but really just reflects the UFC's confidence in Johnson as a contender in the stacked lightweight division. That confidence is shared by Vegas bookies, who have Johnson a slight -165 favorite over Gaethje, who is +135.

TUF 25: "Redemption" Finale goes down this Friday (July 7, 2017) on FOX Sports 1. Make sure to tune in to MMAmania.com for all the play-by-play, results and highlights!