Brand Tone

aspirational, motivational, resilient, unapologetically patriotic, and direct

Brand Values

• •Patriotism
• •Support for Service Members
• •Hard Work & Resilience
• •Athlete-Driven Performance
• •Community
• •Giving Back
• •Authenticity & Integrity

Best Practices

• •Embrace the "Driven" Mentality: All copy should reflect a tone of strength, resilience, and a proactive, goal-oriented mindset. Avoid passive language; use active, powerful verbs.
• •Maintain Unapologetic Patriotism: Where appropriate, weave in patriotic themes and language that resonates with pride in country and service, while being mindful not to alienate but to unite those who share these core values.
• •Speak Directly and Authentically: Use clear, concise, and honest language. Avoid jargon that doesn't resonate with the target audience. The voice should feel genuine and connected to the brand's roots.
• •Highlight Sacrifice and Honor: Consistently reference the values of sacrifice, honor, and service, particularly when discussing community initiatives or the brand's heritage.
• •Inspire Action & Overcoming: Frame product benefits and brand messaging around enabling customers to push their limits, overcome obstacles, and achieve their personal best, reinforcing the "modern savage" ethos.

Social Perception

The brand is recognized for its significant charitable work, especially its efforts in veteran medical debt relief, which generates positive sentiment. Its identity as a veteran-owned business that actively employs veterans and military spouses further strengthens its positive image.

Copy Examples

• •Social Media Post (Image: Athlete mid-workout): Excuses don't build empires. Sweat does. Unleash your primitive strength. #BornPrimitive #AthleteDriven #NoExcuses
• •Email Subject Line (New Product Launch): Engineered for the Relentless. The [New Product Name] is Here.
• •Website Banner (Patriotic Collection): Wear Your Allegiance. Apparel Forged in Freedom. Shop the Patriot Collection.
• •Ad Headline (Brand Focused): More Than Apparel. It's a Standard. Born Primitive: Patriot-Inspired, Athlete-Driven.
• •Product Description Snippet (Performance Gear): In the moments that define you, demand gear that won’t quit. Built for the battle, ready for anything.