Brand Tone

Community-focused, Supportive and Inclusive, Passionate, Authoritative and Educational, Aspirational, Respectful

Brand Values

• •Community: Fostering connection, support, and unity among BJJ practitioners in Latin America and beyond.
• •Growth of Jiu-Jitsu: Actively working to promote and strengthen the art in the region.
• •Quality: Ensuring products meet the demands of the sport and the expectations of the community.
• •Support for Local/Regional Brands: Providing a platform for Latin American businesses.
• •Inclusivity: Welcoming practitioners of all levels and backgrounds.
• •Passion for Jiu-Jitsu: A deep dedication to the sport and its lifestyle.
• •Connection and Camaraderie: Uniting practitioners across cultures and nations.

Best Practices

• •Emphasize "Community" Consistently: Use words like "comunidad," "nosotros," "juntos," "familia," "unir," and "conectar" frequently to reinforce the core value of togetherness.
• •Speak the Language of BJJ Practitioners: Incorporate common BJJ terminology (e.g., "arte suave," "gi," "tatami," belt levels) naturally to show authenticity and connect with the target audience. While the primary language is Spanish, ensure these terms resonate.
• •Maintain a Supportive and Encouraging Voice: Frame messages positively, focusing on growth, learning, and mutual support. Avoid overly aggressive or exclusive language.
• •Highlight Latin American Roots and Reach: Where appropriate, reference the brand's commitment to the Latin American BJJ scene and its local brands, even as it expands. This differentiates the brand.
• •Be a Resource, Not Just a Retailer: Ensure copy, especially in blogs, social media, and newsletters, offers genuine value through information, tips, and insights into the BJJ world, reinforcing the brand's role as an educational authority and community hub.

Social Perception

The brand's stated mission and the nature of its website content suggest an intention to be perceived positively within the Latin American BJJ community, embodying values like respect, discipline, camaraderie, and continuous improvement. The name itself, 'The House of Jiu Jitsu,' evokes a sense of belonging and a central hub for the sport.

Copy Examples

• •Headline: Unite Your Passion. Equip Your Journey. Body: More than a store, La Casa Del Jiu Jitsu is where Latin America's BJJ community connects, grows, and thrives. Discover quality gear and the support of a family dedicated to the gentle art. #SomosCDJJ #JiuJitsuLatam
• •Headline: From White Belt to Black Belt: We're With You. Body: Every roll, every stripe, every challenge – La Casa Del Jiu Jitsu provides the resources, gear, and community to support your BJJ journey at every level. Explore our curated collections and join a network that spans the continent. #ArteSuave #BJJLife
• •Headline: The Strength of Latin American Jiu-Jitsu, Delivered to You. Body: We proudly showcase and support regional BJJ brands, bringing you authentic, high-quality equipment that fuels your training. Invest in your passion and the community that shares it. #HechoEnLatam #BJJGear
• •Headline: More Than Mat Time. It's a Lifestyle. It's Community. Body: La Casa Del Jiu Jitsu is your hub for everything BJJ. From the latest gis to insightful articles and connections with academies across the region, we're building more than just a store – we're building a legacy. #ComunidadBJJ #CDJJ
• •Headline: Your Home for Jiu-Jitsu in Latin America and Beyond. Body: Find inspiration, quality products, and a network of fellow jiujiteros. La Casa Del Jiu Jitsu is dedicated to strengthening the art and its practitioners. Join us and be part of something bigger. #FamiliaBJJ #JiuJitsuParaTodos