Created in Australia, “Run It Straight” is a new, ultra-violent combat sport.

Across a 20x4 metre grassed “battlefield,” players charge at full speed toward one another.

Alternating between carrying the ball (ball runner) and defending (tackler), victory is awarded via knockout (a competitor cannot continue), or a judge’s decision based on an athlete’s dominance during the collisions.

Despite neuroscientists issuing grave warnings about the brutal sport’s risks, Run It Straight’s viral popularity, including endorsement among high profile athletes, is accelerating.

This month, Melbourne hosted the inaugural “RUNIT Championship League” event.

Footage showed some participants convulsing after their collisions as the winner celebrated, surrounded by children.

Drawing hundreds of spectators and millions of online views, the full-speed collision challenge is already turning its violence and social media footprint into commercial success abroad, securing interest in the United States.

The sport held some events in New Zealand this week, but one was was halted by Auckland Council due to safety concerns and failure to secure necessary permits.

In ancient times, symbolic cultural displays of power and physical dominance featured in combat sports such as wrestling, boxing, pankration (a mixed martial art combining boxing and wrestling) and even armoured foot races.

This brutal entertainment is reflected in contemporary collision sports such as the National Rugby League (NRL) and Australian Football League (AFL).

In recent decades however, the danger of concussion has resulted in most contact sports changing rules and regulations to protect athletes from head injuries.

Various measures have been implemented to mitigate, eliminate and treat head trauma.

The Australian government is exerting influence and committing material resources to support athletes living with brain issues such as chronic traumatic encephalopathy (CTE).

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Considering this multi-pronged effort to make contact sports safer, the violence of Run It Straight is jarring.

With its origins as a social media challenge, Run It Straight is perfect content for short-form social media platforms: an entire competition can be distilled into a 30-second highlight.

Run It Straight’s accessible and minimalist format is also attractive to fans compared to many collision sports that have complex rules and strategies. This can be a barrier to interest, engagement and commercial returns.

Run It Straight and other emerging, violent sports such as Power Slap (a fight sport where contestants slap each other so hard they can be knocked unconscious) are simplistic and brutal.

But athletes in most traditional collision sports use their physical ability and skill to evade contact. Similarly, boxing is not just about strikes to the head, it is punch evasion, physical fitness and point scoring.

But the visual spectacle and shock of two people running toward one another for an inevitable collision is a form of violence that appeals to an increasing number of sport fans.

Run It Straight is a new sport, and to our knowledge there is no empirical peer-reviewed research focusing on it.

But many neurologists have expressed concerns about its total disregard for scientific evidence showing repeated head trauma damages brain health.

With Run it Straight appearing to lack the medical resources and infrastructure of professional sports organisations, and with the competition’s expressed intent to have participants collide at high speed, the risk of significant injury is high.

Power Slap, though, has been the subject of empirical research. A 2024 study reported many of the sport’s combatants showed visible signs of concussion (motor incoordination, slowness to get up and blank and vacant looks during bouts).

The rise of Run It Straight and Power Slap creates a unique opportunity for the governing bodies of contact codes such as AFL, NRL and rugby union to highlight what sets them apart.

Key to this is athlete safety. For years, governing bodies in these codes have invested time and resources to implement concussion management protocols at professional and community levels.

Currently, the tournament-based format for individual adult participants allows Run It Straight to operate without the broader governance responsibilities of football codes.

However, it is because of those governance responsibilities that the football codes can amplify their athlete wellbeing credentials to reassure participants and parents who may be nervous about concussion risks.

Second, the football codes are organised team sports played with multiple players on a team, facilitating skill acquisition, teamwork, mental wellbeing and physical fitness. While there appears to be a degree of camaraderie during Run It Straight events, it is evidently a one-on-one competition.

Ultimately, the rise and evident popularity of Run It Straight and Power Slap provides a stark reminder there will always be a section of society that is drawn to high-risk behaviours.

In turn, the football codes should look to highlight the value of balance and their athlete wellbeing credentials.