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UFC middleweight star Paulo Costa has seemingly turned his 'secret juice' joke into a brand. 'Borrachinha' recently announced the launch of his website by the same name on Twitter.
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Costa also simultaneously launched the first 'secret juice' merchandise, a lemon t-shirt, promising to give 8 of them away during the UFC 287 main-card tonight. 'Borrachinha' said in a video:
"Finally we have the secret juice available guys. After long time wait we have the secret juice short available on the website. But look, this is the first drop. Only 69 hours. So don't lose this great opportunity to have your secret juice shirt and go [out there] looking good, looking strong and jacked mo***f***er, let's go. This is your time."
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Costa's 'secret juice' t-shirt attracted the attention of adult star Kendra Lust, who is seemingly an avid MMA fan. Apart from being spotted with marquee names Dana White and Conor McGregor, the 44-year-old has weighed in on several recent MMA debates.
Lust is now eager to grab hold of a 'secret juice' t-shirt and wants to know if they are available in women's sizes. She replied to Costa's announcement:
"Can’t wait .. women sizes ?"
The rise of Paulo Costa's 'Secret Juice'
Paulo Costa wasn't impressed with USADA when they knocked on his door early in the morning, thrice in a row, going into his UFC 278 clash against Luke Rockhold last year. Costa, who is the most tested UFC athlete in USADA history, walked out with a bottle labeled 'secret juice' for the UFC 278 weigh-ins as a sign of defiance.
Costa's gimmick was extremely well-received by the audience and the Brazilian started carrying the bottle around for most media appearances. Asked about the recipe for his secret juice, 'Borrachinha' previously said on The MMA Hour:
"Secret juice, the people think it’s just a joke but no, I really drink this and this help me a lot. I put a mix of ingredients here that helps me. If I tell you the whole thing I have here it will no longer be secret, understand? It will be ‘revealed juice.’ The people start to call me Chad. I think Chad is a nice guy.”
Having cemented his gimmicky phrase in UFC pop-culture, Paulo Costa recently hinted at the launch of a 'secret juice' brand, cutting a Steve Jobs-esque promo.
