Overview
- In a new video, O’Malley walks through the staged tattoo sequence and reveals the forehead ink was never applied.
- He reports the campaign delivered millions of impressions and a surge of email sign-ups for the brand.
- Although the forehead tattoo was fake, he did receive two smaller Doing Well tattoos.
- The stunt followed a January 1 X post showing “Doing well” across his forehead with a caption referencing an eight-figure sponsorship, which sparked viral coverage and authenticity questions.
- O’Malley cites UFC rules barring personal sponsors in the Octagon as the rationale for the approach, and he remains scheduled to face Song Yadong at UFC 324 on January 24 in Las Vegas.