Conor McGregor fights off rogue toys in Reebok's new Zig Kinetica campaign

Conor McGregor has teamed up with Reebok to mark the launch of the brand's new Zig Kinetica sneaker.

The UFC champion and mixed martial artist stars in the athletic brand's latest edition of its 'Sport the Unexpected' campaign rocking the new shoe, which rolls out globally on February 21.

The clip sees McGregor entering his son's messy bedroom, which is strewn with toys. Before long, he has morphed into an action figure version of himself, harnessing the power of the sneakers to fight off rogue toys.

"I absolutely love these, the grip, the stability," said McGregor of the new Zig Kinetica in a statement. "I feel the connection from the sole to the material." He added: "I've been around with Reebok a long time now, and each launch, the energy level is climbing. Now we are exploding."

"The launch of the Zig Kinetica is a watershed moment for Reebok as we look toward the future of this brand and cement ourselves as an industry leader, sitting directly at the intersection of sport and style," added Matt Blonder, VP, Marketing and Digital Brand Commerce at Reebok.

Featuring ZigTech technology, the Zig Kinetica features a zigzag-shaped, "energy-return" sole that works by using energized bouncy foam to cushion, and a 'zig energy shell' to channel and return kinetic energy. The outer sole also expands and contracts like a rubber band, to offer the wearer a spring-like response.