Krav Maga ("close combat") is a "no-rules" self-defense practice, which has over the last thirty years become increasingly popular in gyms, martial art dojos, and combat sports centers all over the world. This research looks at how Krav Maga became a global brand produced through various (at times conflicting) discourses. On the one hand, Krav Maga is linked to a muscular Judaism, myths of an undefeated Israel Defense Force, as well as stereotypes of "Israeliness." On the other hand, it is a part of the "reality Martial Arts movement" and represented as a scientific system that teaches nothing less than "universally well-known fundamental principle(s)."