Saturday’s UFC 185 headliner features two mixed martial artists who approach their professions in very different ways.

Reigning lightweight champion Anthony Pettis (18-2 MMA, 5-1 UFC) hopes his flashy style – both in and out of the cage – can held build his “brand” as a pay-per-view kingpin and make him one of the sport’s most recognizable faces. Opponent Rafael dos Anjos (23-7, 12-5), meanwhile, is unconcerned with the limelight and just wants to keep his life as simple as possible.

So, it’s probably little surprise whom UFC officials have heavily promoted ahead of the title fight, which takes place at Dallas’ American Airlines Center (10 p.m. ET, PPV).

“People want to watch me fight and see what I do next,” Pettis, the centerpiece of the event’s marketing push, tells USA TODAY Sports and MMAjunkie. “When you sell pay-per-views, you make money. I have a clear-shot path to being one of the biggest names in the lightweight division. That’s what I plan on doing.”

Pettis, 28, has evolved into can’t-miss material over the years. Nicknamed “Showtime,” the Milwaukee-based fighter routinely attempts high-risk techniques, including off-the-cage kicks and knees that are frequent highlight-reel fodder. He carries that same flare outside the octagon in the form of custom suits, gold jewelry and expensive cars.

It all makes Pettis a commodity not only the UFC wants to back, but also mainstream companies such as Reebok and Wheaties, which have signed the champ to high-profile sponsorship deals.

“Once brands like that recognize you, you’re doing something right,” Pettis says. “There are a lot of ways to get your name out there, and one of them is your fighting style. They don’t call me ‘Showtime’ for no reason. I put it all on the line, take risks, and that’s why people tune in.”

Dos Anjos is also a risk-taker in competition, but in a far less glitzy manner. He calls his style “fearless” because he attacks opponents with intense ferocity.

The Brazilian has been part of the UFC roster since 2008 and was forced to win eight of his past nine fights to earn a title shot. Dos Anjos is aware he doesn’t share Pettis’ flash, but he knows his capabilities when the cage door closes.

“Once I put my hands on him, he’s not going to have time to do backflips or wall kicks,” dos Anjos says. “He’s just going to have to think about how to defend himself. I respect him as a person, but I won’t in the octagon.”

Plenty of perks come with being UFC champion, and Pettis often puts them on display. But dos Anjos has no desire to do the same.

“I’m a simple guy,” he says. “(Pettis) likes nice watches and stuff, but that’s just his taste. He likes to be like that. Some people like cars and watches and nice clothes. Everyone is different. For him these are the things that matter. I just want to be in the octagon to feed my family.”

Pettis may have everything going his way at the moment, but dos Anjos intends to put one of the UFC’s poster boys through the shredder.

“He’s an excellent fighter and does a lot of great things in the octagon, but he’s not unbeatable,” dos Anjos says. “His time is up. It’s time to have a new champion, and it’s me.”

Injuries and inactivity have plagued Pettis’ career in recent years. Now healthy and ready to fight for the second time in 98 days, he’s prepared for a banner year that will grow him into a household name. He just needs to get by dos Anjos first.

“This fight is definitely going to set the tone for my title defenses,” Pettis says. “If I go in this fight – and I’m dominant and I do what I know I can do – I’ll set the tone for the rest of the year.”

For more on UFC 185, check out the UFC Rumors section of the site.