One Instagram comment was all that was needed to kickstart the YouTube boxing phenomenon. Logan Paul fought Floyd Mayweather four years later.
Logan and Jake are quickly becoming two of the most controversial and controversial figures in boxing.
They can give thanks to Joe Weller and KSI, a British couple who were once friends but raised eyebrows when they organized a white collar fight in 2018.
Liam Chivers, their manager, has witnessed the rise from beginning to end. He said that Joe Weller and KSI created it.
Let's face it: They have taken their fans along on the journey with them.
"They have created this platform for others to jump on it. With the KSI fights, we basically put the Paul brothers on a plate."
It all started with one throwaway comment, before Logan and KSI were professionals boxing with world champions undercard.
It was all done online when Weller declared that he would spare his friend Theo Baker in a YouTube video.
KSI, realname Olajide Olayinka Wil Olatunji commented: "Lemme fight for the winner haha."
It turned out to have been Weller, and the fight was sold out at the Copper Box Arena. The bout has been viewed nearly 21MILLION time since.
KSI won, then called out Logan afterward. The two fought to a draw in six rounds in Manchester in 2018, selling 1 million pay-per-views.
According to Chivers, however, the game quickly changed.
Eddie Hearn, Anthony Joshua's promoter, turned them into pro fighters and the fight was broadcast on Sky Sports Box Office in the UK as well as DAZN internationally.
Chivers stated that "The key was taking it off YouTube onto major platforms, in this instance DAZN. To make it happen, it took me over a year of negotiations.
KSI, Eddie Hearn, boxing promoter, and Logan Paul
"Because the whole thing revolves around KSI and his audience, and everyone else were just the B-side.
"So he establishing this as an actual phenomena, it was all about, "So what's next?' Always breaking down that mainstream barrier."
KSI, a 28-year-old winner by split-decision, has not been able to fight since because of a fledging musical career that has seen him reach the top charts and headline festivals.
Logan, 26 years old, returned to Mayweather's ring this June, in an unlikely exhibition that ended without a winner.
Jake, his 24-year-old brother, is now 4-0. He recently defeated Tyron Woodley (39), an ex-UFC champion, which was aired by US powerhouse Showtime.
Jake claimed that he earned up to $10m from his fights. Mayweather, however, boasted of earning $100m after sharing his ring with Logan.
The new generation of content creators is still stepping out from the boxing networks and promoters.
Chivers had two horses in his stable only in June - KSI’s brother 'Deji’ and 'AnEsonGib’ - who fought on the Social Gloves’ platform.
YouTubers and TikTokers fought each other in this battle.
Chivers acknowledged that social media stars can do things their way, despite his breakthrough in mainstream boxing.
He stated, "These guys are ultimately their own promoters, their YouTube channels, and their own social media.
"As long as the safety aspect is covered, it doesn't matter what. Everyone understands what they are signing up for.
"Even the professionalism of this event, when Joe Weller and I did the KSI fight, it was all very professional. It had proper rules, proper controls.
Many boxing fans prefer novice fighters to be as isolated from professional sport as possible.
Others in the business, such as promoters or boxers, are happy to have a new fanbase, which ultimately brings in more revenue.
SunSport spoke with Kalle Sauerland, promoter: "It's great that we eventually have novices. That attracts attention to our sport.
"And, if it's done properly and in a professional way, I have no objection to it, except it becomes too WWE-like."
Gib from London has done both. Gib fought twice on KSI's Undercard before becoming pro in January 2020, losing to Jake.
He returned to Social Gloves, beating TikToker Tyler Holder in America. This was an American State Boxing Commission sanctioned bout.
The gloves size and the length of rounds were the biggest differences between Jake's fight and Holder's.
It doesn't matter if you fight under pro rules or in an exhibition-style bout.
Chivers said, "It doesn’t really matter to me." There are many networks or broadcasters involved in this, including the DAZN, Showtime with Jake, and Triller.
"Gib is allowed to use his pro license for pro events, but he would prefer it.
"But it will all come down to how large the spectacle is, how much he gets paid, obviously, and who his opponent really is."
While the Paul brothers don't seem to be stopping their career in the sport, more entertainers are experimenting with fighting.
KSI plans to settle the matter with Jake. Gib, his friend, has shown improved skills and wants the sport to continue.
They can all do PPV numbers, like Logan and 1m Mayweather did, but this trend is going to be there.
However, if interest suddenly ceases, it is still to be seen if YouTube boxing will be a sustainable trend or a passing fad.
