Brand Tone

Inspirational & Motivational, Unapologetically Patriotic, Resilient & Hard-Working, Authentic & Community-Focused, Confident & Bold, Approachable

Brand Values

• •Patriotism
• •Hard Work & Discipline
• •Resilience
• •Quality & Performance
• •Community
• •Giving Back
• •Integrity & Honor

Best Practices

• •Embody the "Athlete-Driven, Patriot-Inspired" Ethos: Every piece of copy should reflect a deep understanding and respect for both athletic endeavor and patriotic values. Use strong, active verbs and language that speaks to resilience, sacrifice, and honor.
• •Speak to the "Modern Savage": Address the audience directly with a tone that acknowledges their hard work, discipline, and refusal to settle for mediocrity. Use language that is motivational, slightly gritty, and confident.
• •Highlight Core Values Consistently: Weave in brand values like hard work, patriotism, giving back, and community naturally within the messaging. Don't just state them; demonstrate them through storytelling or calls to action.
• •Maintain an Authentic and Unapologetic Voice: Be direct and confident. The brand is "proud to cut against the grain." This should come through in assertive, clear, and honest communication, avoiding overly soft or passive language.
• •Foster a Sense of Community and Shared Purpose: Use inclusive language ("we," "us," "our community") to reinforce the idea that customers are part of something bigger. Emphasize shared goals and the collective pursuit of excellence.

Social Perception

High-Quality & Functional, Patriotic & Supportive of Service Members, Good Fit for Athletic Builds, Growing & Reputable, Community-Oriented, Aspirational, Mixed on Some Marketing

Copy Examples

• •FORGED IN GRIT. WORN WITH PRIDE. This isn't just apparel. It's a testament to the relentless spirit within. Every stitch is a commitment to performance, every design a nod to the values we hold dear: sacrifice, honor, and the drive to push beyond limits. Gear up. Get after it. #BornPrimitive #AthleteDrivenPatriotInspired
• •EARN IT. EVERY DAMN DAY. No shortcuts. No entitlements. Just the raw satisfaction of knowing you've given it your all. Our gear is built for those critical moments—when the battle is won or lost in your mind before it's won in the gym. Built to perform, because you demand nothing less. #RelentlessSpirit #ModernSavage
• •MORE THAN A BRAND. A BROTHERHOOD. We stand for those who serve, those who sacrifice, and those who show up when it counts. Born Primitive is a community bound by shared values and the relentless pursuit of excellence. This is apparel that honors that commitment. #PatriotInspired #GivingBack
• •UNYIELDING PERFORMANCE. UNAPOLOGETICALLY AMERICAN. From the garage to a global community, our mission remains: to provide apparel that meets the demands of the driven. Tested by athletes, inspired by heroes. Wear it with the confidence that it’s built for whatever challenge you face next. #AmericanMadeValues #PeakPerformance
• •SILENCE THE DOUBT. AWAKEN THE SAVAGE. Society might whisper 'soften up.' We say, 'dig deeper.' Born Primitive is for the warrior spirit that rejects mediocrity and embraces the grind. High-performance gear for your highest aspirations. What's your limit today? #InnerSavage #PushYourLimits