A new PETA ad campaign featuring Jake Shields has been rolled out to coincide with the Strikeforce middleweight champion's fight this weekend on CBS.
Shields, a lifelong vegetarian, talks in the above video about being turned off by the way animals are treated in meat packing plants and cites himself as an example of someone who can compete at a high level while maintaining a vegetarian diet.
"I'm living proof that you can further, train harder, and pack a meaner punch without eating animals. I'm Jake Shields, and I'm a vegetarian," the print ad reads.
In the past, another MMA fighter that has participated in a print ad and campaign with the animal rights organization is UFC welterweight and vegan Mac Danzig.