Imavov Sends Strickland Threatening DMs In Creative Promo Video, Promises "No Happy Ending"

Nassourdine Imavov (17-4 MMA) is not waiting quietly for his title shot. The number 2 ranked middleweight released a creative promotional video Sunday in which he sits in a therapist's office, supposedly there for treatment. But he's not listening to the doctor. He's on his phone the entire time, sending DMs to middleweight champion Sean Strickland. The messages read: "Don't be afraid little coward." "You know what will happen." "Death is coming."

This Beef is Personal

The rivalry between Imavov and Strickland goes back to January 2023 when Strickland took the fight on short notice and outpointed Imavov at light heavyweight. That loss sent Strickland on a run toward his first title. It sent Imavov in a different direction too. Since that fight, Imavov has won five straight. He knocked out Israel Adesanya. Beat Caio Borralho. Ran through Roman Dolidze, Chris Curtis, and Edmen Shahbazyan. Basically built the most convincing title resume in the division while everyone else was busy talking.

But the beef isn't about the first fight. It's about what Strickland said during the UFC 328 buildup. Strickland's trash talk toward Chimaev crossed into religious and cultural territory, and Imavov took it personally. He made that clear on X right after Strickland won the belt.

"They say I take things too personally. Damn right," Imavov wrote. "Religion, family, nation. These aren't marketing to me. Every insult comes with a price. You'll pay for it. NO HAPPY ENDING."

Strickland's response at the post fight presser was basically dismissive. "Fg Nassourdine, you're really going to get me on this fg racism thing again?" Strickland said. That kind of reaction from the champion clearly did not calm anything down.

Five Wins and Still Waiting

Imavov has done everything the UFC could ask from a contender. Five fight win streak. A knockout of a former champion. Wins over ranked opponents. And the UFC has reportedly confirmed that his title shot is next. The problem is timing. Strickland is dealing with injuries from the Chimaev fight (a Type 2 AC joint separation, a SLAP tear, and partial rotator cuff damage) and there is no date set for the first defense. Meanwhile du Plessis has a fight booked against Usman in July, and if DDP wins that could add another name to the conversation since he already holds two wins over Strickland.

So Imavov is doing what any fighter in his position should do. Making noise. The therapist video, the DMs, the social media posts. He's basically campaigning for the fight by making it impossible for the UFC to ignore him.

Strickland Better Take This Seriously
Honestly the promo video is funny. The therapist skit is creative and self aware. But underneath the humor there is a fighter who is genuinely angry about things that go beyond the sport. Imavov is not playing a character. When he says religion, family, and nation are not marketing, he means it. And when he says there will be no happy ending, he is not doing promotion. Dude has five straight wins and a KO of Adesanya on his record. He already fought Strickland once on short notice at a higher weight class and still went five rounds. Now he gets a full camp, the right weight class, and a real reason to want to hurt the champion.

"Don't be afraid little coward," Imavov wrote in the video. "You know what will happen."