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In 2020, Max traveled throughout the United States to visit to military bases, children’s hospitals, and meet one-on-one with terminally ill children. He also partnered with UFC in February to visit Cure 4 The Kids Foundation, the only pediatric children’s hospital in the state of Nevada. During his visit, Holloway provided toys and raised the spirits of the children battling various forms of cancer.
In response to the effect the pandemic had on Hawaii’s tourism, and with statewide unemployment eclipsing 40%, Max joined Hawaii celebrities such as former two-time MLB World Series Champion Shane Victorino, five-time World Surf League Champion Carissa Moore, Season One winner of The Ultimate Surfer Zeke Lau and others, for the ALL4HAWAII Challenge, a digital fundraiser that raised monetary support and global awareness for the Hawaii and Maui Foodbanks.
The challenge inspired many in Hawaii to unite in donation of several one-of-a-kind opportunities, with Max providing a private training session and dinner to the winner of his experience. The challenge was a huge success, raising a total of $50,000 to fight food insecurity across the Hawaiian Islands.
In July, Max raised an additional $21,000 for the Hawaii Foodbank by auctioning off his fight-worn UFC Fight Kit from UFC 251, which took place on Fight Island in Abu Dhabi, United Arab Emirates.
Holloway continued to serve as a global ambassador for the Hawaii Foodbank during the remainder of the year by continuing to raise awareness and funds to help provide meals for those in need. In July, he launched his own e-commerce platform, www.shopmaxholloway.com, with a percentage of post-fight merchandise sales being donated to the Hawaii Foodbank.