Opinion: Josh Hokit and the value of psychological warfare

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UFC 327 proved to be the most memorable card of the Paramount era thus far. The light heavyweight title fight between Carlos Ulberg and Jiri Prochazka will never be forgotten, and it will be discussed with fighters for generations as to why there’s no mercy in the cage until the final bell rings. Plus, Cub Swanson managed to pull off the most excellent retirement fight ever. However, the man who managed to steal the show was the man who was the talk of the town leading up to the event: Josh Hokit.

Hokit didn’t make any friends heading into the show. Trying to take a page out of the professional wrestling playbook, he has been utilizing trash talk and rhymes to garner attention. While the tactic has succeeded in doing so, it hasn’t done much to develop a fan base. Unlike when Chael Sonnen first started with the approach almost two decades ago, Hokit isn’t letting everyone in on the joke. The twinkle and charisma Sonnen exhibited has been missing from the undefeated heavyweight.

Hokit’s schtick isn’t unlike that of Colby Covington, a once-quiet welterweight who’s wrestling-heavy style had him on the verge of the chopping block about a decade ago. When told he would likely be released at the end of his contract even if he managed to win, Covington became exceedingly obnoxious and antagonizing towards his opponents. Initially, no one cared for Covington’s schtick—much like Hokit. However, as Covington found more success, his fan base grew to the point that he was one of the biggest draws in the Ultimate Fighting Championship.

Everyone is noticing Hokit’s emulation of Covington. What hasn’t been mentioned very much has been the success of those who engage in the nonstop war of words. There’s no doubt in my mind Hokit has engaged in the cringy verbal assaults in hopes of getting eyeballs on him. What I don’t know is if he intended it to be part of his success, as well. It’s no coincidence that the biggest trash talkers in the sport also tend to be some of the most successful fighters. It takes a serious level of confidence to be willing to trash talk in a sport like MMA. Even if it’s fake, the best way to gain confidence is to practice it. It’s not just about gaining confidence, either. It’s a way to get into your opponent’s head.

Following the Conor McGregor blueprint

The greatest example of defeating opponents before they’ve even stepped into the cage is Conor McGregor. The witty Irishman launched a barrage of words at every one of his opponents prior to their contests, working them into such a frenzy that they were often defeated before the first punch was thrown. For instance, Jose Aldo is one of the more defensively conscious fighters in the history of the sport. He was so anxious to get his hands on McGregor that he abandoned his typical strategy and demeanor, then proceeded to get knocked out in just 13 seconds. No way does Aldo lose in that manner if McGregor’s verbal onslaught is more akin to the typical opponent he had faced before.

That comparison isn’t intended to compare Hokit to McGregor. Hokit is unlikely to come anywhere close to that level of fame or success. However, McGregor’s win over Aldo is the greatest example of the effects trash talk can have on a fight. To say they don’t have an effect would be ludicrous. Look at Hokit’s fight with Curtis Blaydes at UFC 327. Blaydes came very close to finishing Hokit towards the end of the first round. Hokit’s response after getting away from Blaydes’ heavy barrage was to flip off the Elevation Fight Team rep. That had to be demoralizing for Blaydes. Hokit survived and managed to show the ultimate level of defiance. I’d be shocked if Blaydes hadn’t asked himself, “What do I have to do to put this guy away?”

Suppose it didn’t demoralize Blaydes. Say it enraged him. Is fighting with anger generally a smart thing to do? There have been times when provoking an opponent is the last thing a fighter should have done, but more often than not, it results in a favorable outcome. Hokit’s “character” isn’t just about gaining attention. It’s also legitimately contributing to his success.

It should be noted that it doesn’t have to be the traditional form of trash talking, either. For instance, Kevin Holland is notorious for talking to his opponent during fights. Fighting is a serious thing. You’re stepping into the cage knowing full well you might wake up looking at the ceiling with your body broken and beaten. It isn’t something to take lightly. Imagine, as you’re attempting to hurt your opponent, you find him asking if you want to play basketball later. “Wait, did I just hear that right? I’m trying to take this guy’s head off, and he wants to set up a basketball game later?” Getting out of a fighting frame of mind for just a split second can be devastating.

The more established a fighter becomes, the less effective his “antics” become. The opposition is less likely to be caught off-guard, as the genie is out of the bottle at that point. Opponents know what to expect. That doesn’t mean it loses all effectiveness. Nate Diaz managed to rattle Michael Johnson badly with his trash talk despite his well-established notoriety for talking during fights. Besides, by that point, the trash talk is so ingrained in a fighter that trying to pull it back would likely damage his psyche more.

I understand why many fighters don’t engage in a high level of trash talking. It’s embarrassing enough to have your rear end handed to you when you haven’t talked up a storm. Eating your words is an even more bitter pill to swallow. However, if that type of talk is a strong part of your personality or you find you’re able to do so without compromising your mindset or ability to prepare, any coach would be wise to encourage it. I’m sure it’s not easy cornering someone like Hokit and remaining silent about the things that come out of his mouth, but it isn’t an ancillary part of the package. It’s integral. Telling Hokit to shut up would be like telling Islam Makhachev he can’t wrestle. It’s one of the more underutilized aspects of the sport.