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Jake Paul has changed his name on Twitter, in an apparent bid to further wind up Floyd Mayweather Jr. following their clash yesterday (6 May).
The pair came to blows during a press event for Mayweather's upcoming fight with Jake's brother Logan Paul, after the YouTuber stole the boxing legend's hat.
Not one to take this kind of disrespect lying down, 44-year-old Floyd flipped, grappling with Jake, 24, leading to him suffering a black eye and a bloody mouth.
Well, Jake has since continued the beef, changing his name on Twitter to 'Gotcha Hat'. Oh no he didn't?!?
And if that wasn't enough, he's even launched some merchandise off the back of it, with a variety of 'gotcha hat' hoodies, t-shirts and, of course, hats up for sale.
Jake posted a video following the scuffle, in which he seemed fairly chilled about the whole thing.
In the post, with Jake wearing a large pair of sunglasses - I wonder what he's covering up - he can be seen getting a 'gotcha hat' tattoo on his leg while eating a sandwich.
Mayweather later hit out at Jake, saying stealing his hat was simply too 'disrespectful'.
The undefeated fighter said: "It's one thing to sell a fight, and people can say what they want, but one thing no one is going to do, is disrespect me."
The face-off was supposed to be between Logan and Floyd to promote their upcoming fight, however Jake quickly stole the show at the Hard Rock Stadium in Miami.
The actual boxing match is due to take place next month and hype is certainly building.
The duo fronted the media and mouthed off against each other in typical pre-boxing match style, before Jake's face-to-face with the 50-0 boxer escalated things.
It's hard to discern exactly what happened during the scuffle due to so many people being in the shot.
MMA legend Connor McGregor has also had his say on the incident, branding it 'embarrassing'.
In a post to his Instagram account, the former UFC champion said: "The kid curled up, didn't fight back once, and Floyd is still running around acting the tough guy.
"The kid actually just pulled this shambles of a situation Floyd is in out of the drain for him. He should thank him.
"It's embarrassing! Pro to pro it's embarrassing.
"He will not scratch 10m for this fight and he knows it. It was cancelled once already. The world is watching this on Twitter. He'd fight a half decent pro and command 20m upwards, yet it's this s***.
"Whatever way you spin this, it's sad. Fight someone for real, on your record, or f*** off mate. Slap head!"
Featured Image Credit: Instagram
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