Brand Tone

Aspirational, community-focused, and encouraging, blending motivational fitness language with style-conscious, friendly, and relatable messaging.

Brand Values

• •Community
• •Performance & Quality
• •Versatility & Style
• •Empowerment

Best Practices

• •Lead with Community: Always frame the message around "us" and "we." Use inclusive language like "Join the community," "Burpee family," and "Stronger together" to reinforce the brand's core value of unity.
• •Balance Performance and Style: Every piece of copy should touch on at least one performance aspect (e.g., "supportive," "durable," "sweat-wicking") and one lifestyle/style aspect (e.g., "buttery-soft," "versatile," "sophisticated"). This maintains the brand's dual identity.
• •Use an Empowering and Aspirational Tone: The language should motivate and inspire. Use active, strong verbs and focus on what the customer can achieve while wearing the clothes (e.g., "Conquer your workout," "Define your day," "Unleash your strength").
• •Stay Relatable and Authentic: Incorporate language and formats used by the target audience, such as "fit checks," "get ready with me" (GRWM), and direct questions in social media captions to encourage engagement. Avoid overly technical jargon unless explaining a specific product benefit.
• •Highlight the 'Why' Behind the 'What': Don't just sell a sports bra; sell the confidence it provides. Don't just sell leggings; sell the distraction-free focus they enable during a tough workout. Connect product features to the emotional and practical benefits for the customer.

Social Perception

Positively perceived as a local, relatable brand providing stylish, quality activewear, and fostering a supportive community for its engaged customer base, particularly in Venezuela and Panama.

Copy Examples

• •Engineered for your toughest burpees, designed for your boldest life. Our new collection is here to support every move you make, in and out of the gym. This isn't just activewear; it's a second skin for the woman who does it all. Welcome to the community. #BurpeeActivewear #StrongerTogether
• •From workout crush to coffee run. Our buttery-soft sets are made to keep up with your dynamic day. Look good, feel powerful, no outfit change required. ✨ #Activewear #FitCheck #GymToStreet
• •Tired of leggings that slide down mid-squat? We were too. That's why we created Burpee Activewear—premium, high-performance gear that stays put, so you can focus on your next goal. Join the community of women who demand more from their activewear. Shop now and feel the difference.
• •You're already part of the Burpee family, and we see you crushing it! As a thank you, here’s an exclusive first look at our upcoming fall colors. Because strong women deserve to feel beautiful while they build their strength. Get ready to update your wishlist!
• •Beauty, Comfort, and Versatility. That's our promise. From high-intensity training to a relaxing yoga flow, our apparel is designed to empower every moment. Discover your new favorite set today.