Brand Tone

passionate, athletic, and respectful, modern and stylish

Brand Values

• •Passion for BJJ
• •Quality and Performance
• •Respect for the Art
• •Community
• •Authenticity

Best Practices

• •Embrace BJJ Terminology Authentically: Use common BJJ terms (e.g., "Oss," "roll," "guard," "submission") naturally within the copy where appropriate to resonate with the target audience. This shows an understanding of their world.
• •Highlight Performance and Quality: Consistently emphasize that the gear is designed and tested by athletes for durability, comfort, and optimal movement, reinforcing the value of their products.
• •Show, Don't Just Tell, Passion: Instead of just saying "we're passionate," demonstrate it through stories of athletes, the design inspiration, and the dedication to the sport evident in product details.
• •Maintain a Respectful and slightly formal yet inspiring tone: Reflect the discipline and respect inherent in martial arts. Avoid overly casual or flippant language, especially when discussing the art form itself or its practitioners. The tone should inspire confidence and dedication.
• •Visual-Copy Cohesion: Ensure the tone of the copy aligns with the visuals used on the website and social media. Action shots, clean product photography, and athlete endorsements should be complemented by copy that is equally dynamic, focused, and respectful.

Social Perception

WK Fightwear is a dedicated BJJ brand focused on providing high-quality gear for practitioners. They are perceived as being connected to the sport through their athlete sponsorships and their understanding of BJJ culture. The French origin adds a unique aspect to their identity.

Copy Examples

• •WK Fightwear Miyamoto Gi: Crafted for the dedicated warrior. Experience the fusion of French design and Japanese inspiration. Built for performance, designed for respect. Your journey, your armour. Oss.
• •Witness the dedication. @[AthleteName] embodies the spirit of BJJ – relentless, technical, and always pushing limits. Proudly equipped by WK Fightwear. #WKFightwear #BJJLegend #PassionForJiuJitsu
• •More than just fightwear, it's a commitment to the art. WK Fightwear is born from the mats, for those who live and breathe Jiu-Jitsu. We honour tradition, innovate for performance, and support your every roll. #FrenchBJJCraftsmanship
• •Gear up for greatness. Our Summer Sale is ON! High-performance rashguards and kimonos, designed by athletes, for athletes. Don't just train, dominate. Shop now at wkfightwear.com. #WKPerformance #BJJGear
• •The flow of BJJ. The dedication. The respect. This is what drives us. Show us your #WKFlow on the mats! #WKFightwearCommunity #JiuJitsuLife #TrainWithPassion