Is wrestling a sport? Everyone asks if wrestlers are athletes or performers. They’re asking the wrong question. Instead, they should consider: What athlete isn’t a performer?

PRODUCE celebrates the minds, bodies, and creative spirit of professional wrestlers. It’s wrestling that celebrates the talent, curated for fans who know ball, and those who’d like to learn—or learn to love it.

Each edition is co-produced (booked and curated) by an active professional wrestler, who co-headlines and helps construct the undercard to introduce new talent to a broader audience. Every show features a musical act or DJ chosen with the input of that edition’s co-producer.

For this edition, PRODUCE: Volume 3: Azucar, curated by Rocky Romero, who is quietly considered one of the most influential figures in professional wrestling. A three-contract star in AEW, CMLL (Mexico), and New Japan Pro Wrestling, Romero brings the fattest rolodex in the business to PRODUCE. He will face arguably the biggest professional wrestling star in the world: CMLL's MÌSTICO!

Also at Azúcar: the first ever 30-man ROYAL RANBO—the winner will be named the King of New York; former UFC World Heavyweight Champion, "The Warmaster" Josh Barnett vs. hardcore music legend Andy Williams; the return of legendary shooter Carl Greco-Malenko vs. debuting rookie Tim Bosby; CMLL World Heavyweight Champion Hechicero in action; and more to be announced!

PRODUCE spotlights both local and world-renowned talent inside and outside of the ring—including musicians, photographers, content creators, graphic designers, visual artists, and apparel makers.

PRODUCE is presented by Orange Crush, and co-produced by Jonathan Gresham.