He has been hinting at a collaboration with Beats by Dre on his Instagram for weeks but no one expected an advertisement like this, writes Ciara Phelan.
With only two days before his fight with Floyd Mayweather Jr, Conor McGregor has released a chilling video online which features young men from Dublin.
Posting the video to his social media accounts, McGregor wrote "Dublin, Ireland stand up! This one is for you."
The video depicts a group of young men chatting about a boxing match in the grounds of a block of flats in Dublin and it has struck a chord with people across Ireland.
Dublin fans have expressed a feeling of pride all over social media.
The video also features a children's choir singing The Notorious B.I.G's hit Juicy.
Ah lads fair play this is deadly ❤️ https://t.co/O6H5qhUVjB— takeithandy (@takeithandy) August 23, 2017