Brand Tone

Aspirational, empowering, direct, strong, performance-focused, relatable, and user-centric (by athletes, for athletes).

Brand Values

• •Quality and Craftsmanship
• •Functionality and Performance
• •Community and Lifestyle
• •Authenticity

Best Practices

• •Always anchor the copy in the language of strength, function, and results. Use active, powerful verbs and speak directly to the athlete's goals and challenges.
• •Consistently mention the brand's heritage of Czech craftsmanship. This is a key differentiator that implies quality, precision, and authenticity.
• •Use "we" to talk about the design process, creating a personal connection. This reinforces the idea that the brand understands the customer's needs because they share the same passion.
• •While the focus is CrossFit, show how the products and the brand ethos fit into the broader "athletic lifestyle." This widens the appeal beyond just hardcore CrossFitters.
• •Use terms and phrases that resonate with the target audience (e.g., "PR," "WOD," "the box"). This shows an authentic understanding of their world and builds a stronger sense of belonging.

Social Perception

A niche player focused on the Czech and European CrossFit markets with limited independent online reviews. Absence of negative feedback is positive, but also indicates an opportunity to build a larger online community and enhance reputation/visibility.

Copy Examples

• •FORGED FOR YOUR NEXT PR. It’s not just a belt. It’s a promise. A promise of Czech craftsmanship, unwavering support, and the strength you need to shatter your limits. Every belt is made by hand, because we know every lift counts. What's your next goal? #BlokEleven #HandmadeStrength #CrossFitGear #LiftHeavy
• •BEYOND THE BOX. Your commitment doesn’t end when the WOD is over. Our lifestyle apparel is designed with the same durability and comfort as our performance gear. Built for your active life, in and out of the gym. Shop the collection.
• •STRENGTH, STYLE, AND CZECH QUALITY. From handcrafted leather belts to functional apparel that moves with you, Blok Eleven is built for the modern athlete. Experience the difference that quality materials and thoughtful design make. Elevate your training.
• •Inside the Craft: This Is How Your Belt Is Made. We believe in function, durability, and a personal touch.
• •The Discipline Hoodie. We designed the Discipline Hoodie for the moments before and after the grind. Crafted from premium, durable fabric, it’s comfortable enough for your rest days and functional enough for your warm-ups. This isn't just another hoodie—it’s a piece of your athletic identity.