Brand Tone

Motivational & Aspirational, Direct & Confident, Action-Oriented & Energetic, Resilient & Tough, Community-Focused (emerging)

Brand Values

• •Discipline & Hard Work
• •Resilience & Perseverance
• •Quality & Performance
• •Empowerment
• •Passion for Combat Sports

Best Practices

• •Embrace Strong Verbs & Active Voice: Use powerful action words that convey energy, determination, and movement (e.g., "Dominate," "Unleash," "Conquer," "Forge," "Ignite").
• •Stay True to the "Fighter's Mindset": Infuse copy with themes of discipline, resilience, overcoming adversity, and the pursuit of excellence. Avoid overly soft or passive language.
• •Use Direct and Confident Language: Speak with authority and conviction. Avoid hesitant or overly complex phrasing. Get straight to the point.
• •Incorporate the Tagline (or its spirit): While not every piece of copy needs the full tagline, the essence of "Gear Up. Train Hard. Go To Ground." should resonate throughout the messaging – preparation, effort, and ultimate commitment.
• •Show, Don't Just Tell (with a gritty edge): Use vivid descriptions that evoke the sights, sounds, and feelings of intense training and competition, but maintain a slightly raw, unfiltered edge that feels authentic to the fight world.

Social Perception

Authentic, High-Quality, Motivational, Stylish & Modern, Supportive of the Fight Community

Copy Examples

• •Engineered for war. Built for champions. Our [Product Name] gloves deliver the protection and power you need to dominate every round. Gear Up. Unleash Hell.
• •The grind doesn't whisper, it roars. Our new [Apparel Item] is designed for those who speak the language of dedication. Train Harder. Fight Smarter. Look the part.
• •This is more than a brand, it's a brotherhood/sisterhood. Tag a warrior who inspires you to Go To Ground every single day. #GTGfightclub #FighterSpirit
• •GTG Fight Club: Where iron sharpens iron. We equip you for the battle ahead – in the ring, and in life. Gear Up. Train Hard. Go To Ground.
• •Don't just train. Conquer. For a limited time, get 15% off our signature [Product Category]. Fuel your fight. [Link]