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Not to be the devils advocate for this because I am neither for nor against ajj but brazilians are highly against no-gi jiu jitsu being called bjj. And if I'm not mistaken, ajj is no gi, so why can't it be called American jiu jitsu since wrestling is like Americas form of martial art. It's like Dave Camarillo combining his judo and bjj to institute guerilla jiu jitsu
It's already called sub grappling. Some places call it no gi jiu jitsu. I'm competing in a "no gi Brazilian Jiu Jitsu" tournament next month.
For the record I put Camarillo's branding in the same category as "AJJ" and other such things. He emphasizes takedowns. That doesn't make it an entirely different art. I've seen his guys grapple and fight, doesn't look different from what the other guys are doing. Lots of guys in BJJ have judo backgrounds. Is Jacare doing "Guerilla Jiu Jitsu"?
Listen, guys can use whatever branding they want to promote their academy or program. But let's not all be stupid and buy into it and act like they've developed a radically different system, let alone something that merits being called a new art.