Brand Tone

Motivational, Empowering, and Authentic.

Brand Values

• •Opportunity and Development
• •Passion and Dedication
• •Community and Empowerment
• •Entrepreneurial Spirit
• •Action-Oriented Mindset

Best Practices

• •Lead with Motivation: Every piece of copy, whether for apparel or training, should start from a place of empowerment. Use strong, action-oriented verbs and speak directly to the customer's ambition.
• •Integrate the Founder's Story: Casually reference Chancie Dunn's background as a D1 athlete and coach. This authenticates the brand and connects the products to a high-performance standard. For example, "Designed from years of experience on the court..."
• •Always Use the Slogan: Consistently end calls-to-action or motivational posts with the "#GETITDUNN" hashtag. This creates a memorable brand sign-off and reinforces the core message of execution.
• •Balance "Athletics" and "Apparel": Ensure the content mix reflects both sides of the business. Promote the clothing line while simultaneously sharing updates, tips, and successes from the basketball training programs to reinforce the brand's comprehensive athletic focus.
• •Speak the Language of the Athlete: Use terminology that resonates with a fitness and sports-oriented audience. Words like "performance," "conquer," "achieve," "drive," and "hustle" should be central to the brand's vocabulary, creating an immediate connection with the target demographic.

Social Perception

The brand is perceived as an extension of Chancie Dunn herself: a dedicated and skilled basketball trainer. The apparel line is intertwined with her identity as an athlete and coach, lending credibility to the "Athletics" part of the brand. There is a supportive community interacting with content, though the brand's reach is currently niche and centered around its direct community.

Copy Examples

• •It's not just what you wear, it's how you wear it. Our latest collection is built to support every move you make on your journey to greatness. Confidence starts here. Ready to work? #GETITDUNN
• •Your goals don't care if you're tired. Your dreams don't take days off. Every single day is a new chance to be better than you were yesterday. Achieve, Believe, Conquer. #ChancieDunnAthletics #Motivation
• •Give your young athlete the opportunity to train with passion and purpose. Our development programs are about more than skillsthey're about building confidence, character, and a love for the game. Sign up for our next camp and see them #GETITDUNN.
• •Engineered for performance, designed for the street. The Hypebeast Camo Shorts feature our iconic camo pattern and a comfortable, athletic fit. With deep pockets and premium embroidered details, they're made for those who conquer their goals in style.
• •Don't Just Set Goals. Demolish Them.