#2
Colby Covington
Created a heel persona to avoid being cut. Lost both title shots.
Colby Covington was nearly cut from the UFC after a boring decision win in 2017, so he reinvented himself as the sport's most obnoxious heel. He has called out entire nations like Brazil, insulted champions' dead fathers, and worn a MAGA hat to every press conference. This persona earned him two title shots against Kamaru Usman—both losses. While his fighting is genuinely elite, with five-round cardio and relentless wrestling, his mouth writes checks his chin can't always cash.
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