 The promotion was handled by former Rings head Akira Maeda.At a press conference on February 13, 2008, FEG announced that they discontinued Hero's and were creating a new mixed martial arts franchise, Dream, in collaboration with former Pride FC executives from Dream Stage Entertainment.Although not as popular worldwide as the Ultimate Fighting Championship or the now defunct Pride Fighting Championships, Hero's was very recognizable in the Japanese mixed martial arts scene, thanks in large part to the visibility and resources of FEG and K-1.