In a stunning turn of events, Louis Vuitton announced the termination of their ambassador contract with former UFC Middleweight Champion Dricus Du Plessis just 10 minutes ago, following his defeat to Khamzat Chimaev at UFC 319 on August 16, 2025. The luxury brand’s CEO issued a scathing statement, declaring, “For whatever reason, we placed our trust in the wrong person — you are a failure.” The brutal remarks sent shockwaves through the sports world, leaving fans of the South African fighter reeling.

Du Plessis, known for his resilience and unyielding spirit, didn’t stay silent. In a chilling eight-word response, he fired back: “Your brand will regret this cowardly move.” The statement, shared on Instagram, left the Louis Vuitton CEO speechless and ignited a firestorm on social media. Du Plessis went further, calling for a global boycott of the luxury brand, urging his millions of fans worldwide to stand against what he called “disrespectful and opportunistic betrayal.”

The controversy stems from Louis Vuitton’s abrupt decision to sever ties with Du Plessis after his unanimous decision loss to Chimaev, a fight where he showed heart despite being dominated. Fans argue the brand’s move is a harsh overreaction, pointing to Du Plessis’ historic achievements as South Africa’s first UFC champion and his nine-fight UFC win streak prior to UFC 319. “This is disgusting. Dricus is a warrior, not a failure!” one fan posted on X.

The boycott call has gained traction, with hashtags like #BoycottLouisVuitton trending globally. Du Plessis, in his post-fight statement, had already vowed an “unimaginable” comeback, and this drama only fuels his fire. Will Louis Vuitton face backlash for their decision, or will the controversy fade? Stay tuned as this saga unfolds, shaking both the sports and fashion worlds!