Gracie family who formed  Brazilian Jiu Jitsu ( BJJ ) (which they had lots of confidence and  believed its effectiveness ) by developing traditional Japanese Ju-Jutsu and Judo.  In order to spread and to prove the effectiveness of  this new discipline, challenged everyone first  In Brazil, Vale Tudo ( where everything is free ) and  later in the United States by giving advertisements in newspapers and  fought with athletes from various disciplines who came to their academy and recorded videos