The Ultimate Fighter is taking on a whole new challenge: the Fox Sports series will feature an entire weight class competing for one title for the first time, will all female fighters. An entirely female cast of 16 fighters will live together, train together and fight against one another to find out who will hold the UFC women’s 115-pound strawweight title in the show’s 20th season, premiering Wednesday, Sept. 10.

Fox Sports 1’s campaign for the new season put a spotlight on the fighters as tough women, inside the Octagon and out. As described in the video above, “Beauty may be skin deep, but strength comes right from the heart.”

On Twitter and Instagram, Fox Sports encouraged fans to submit their own photos of “beauty in strength” in a contest, using #TUFBeauty or #TUFStrength, for a chance to win a trip to the show’s season finale in Las Vegas. A series of GIFs promoted through the show depicted each fighter in their everyday looks and then with their game faces on:

In fighter profile videos, The Ultimate Fighter aimed to portray the contestants as more than just pretty faces, telling their back stories and getting to know each woman in 60-second spots:

[Image courtesy of Fox Sports]

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