Brand Tone

Empowering, Positive, Aspirational yet Relatable, Supportive & Community-Focused, Modern & Trendy, Friendly & Approachable

Brand Values

• •Empowerment: Helping women feel confident and strong.
• •Comfort & Quality: Emphasis on soft materials, good fit and durable construction.
• •Style & Versatility: Creating fashionable athleisure pieces that can transition from the gym to everyday activities.
• •Functionality: Products are designed with performance in mind (e.g., sweat-wicking, stretch).
• •Self-Care & Well-being: Promoting an active and balanced lifestyle.
• •Connection/Community: Through the "11:11 Make a wish" tagline and by fostering engagement on social media.

Best Practices

• •Embrace "Empowerment" Language: Use words and phrases that uplift, inspire confidence, and speak to strength and capability (e.g., "conquer," "powerful," "unleash," "your best self," "shine").
• •Weave in the "11:11" Motif Subtly: Connect the brand name's numerological or "wishful" aspect to feelings of aspiration, good vibes, or achieving personal goals. Use it to create a unique brand signature.
• •Focus on Sensory and Emotional Benefits: Go beyond just describing features. Talk about how the clothes *feel* (e.g., "buttery soft," "like a second skin," "secure hug") and the emotions they evoke (e.g., "confident," "unstoppable," "ready for anything").
• •Maintain a Conversational and Relatable Voice: Write as if you're talking to a supportive friend. Use contractions, ask questions to encourage engagement, and avoid overly technical jargon unless explaining specific fabric benefits clearly.
• •Showcase Versatility: Consistently highlight how the athleisure pieces can transition from workouts to everyday life, reinforcing the style and practicality values. Use phrases like "from studio to street," "gym-to-errands," or "workout essential, weekend favorite."

Social Perception

Positive towards Products, Appreciation for Aesthetics, Emerging Brand, Trustworthy (within its community), Associated with Fitness and Lifestyle

Copy Examples

• •Meet your new obsession. ✨ Our CloudLux Leggings aren't just buttery soft, they're a second skin that moves with you, empowers your every step, and makes that 11:11 wish for confidence a reality. Ready to conquer your day, beautifully? #1111Athleisure #EmpoweredMovement
• •Support that feels like a hug, style that turns heads. Our Aura Support Bra is designed to keep you secure through every jump, stretch, and a well-deserved coffee run. Because feeling good is your superpower. 💪 #FeelYourBest #1111Style
• •That 11:11 feeling when your outfit matches your vibe: unstoppable. ✨ What are you wishing for today? Tell us below! 👇 P.S. Our new Aura sets are perfect for making those dreams happen in comfort and style. #MakeAWish #1111Community #AthleisureLife
• •Your sign to treat yourself! ✨ For a limited time, enjoy [X]% off our most-loved styles. Elevate your workouts and your everyday with pieces designed to make you shine. Don't wait for the 11:11 wish, create your own magic. Shop now! #1111Sale #InvestInYourself
• •More than just athleisure, it's a feeling. ✨ 1111 Athleisure was born from a desire to empower you to move freely, live boldly, and feel incredible in your skin. Every stitch is a wish for your strength and confidence. Discover pieces that celebrate you. #OurWhy #1111Empower