Brand Tone

Confident, authentic, and proud. Assertive but not aggressive, balancing strength and skill with family and community values.

Brand Values

• •Hispanic Heritage
• •Excellence & High Performance
• •Authenticity
• •Family & Community
• •Sustainability

Best Practices

• •Fully embrace "Chingon": Use the word and its confident, positive connotations in copy, reinforcing identity with phrases like "Chingon Mindset" or "Chingon Performance".
• •Balance confidence with community: Connect the confident tone to values of family, respect, and the BJJ/MMA community, sharing user-generated content to build collective identity.
• •Speak authentically: Write copy as if speaking to a fellow practitioner, using a mix of English and Spanish where appropriate to reflect Hispanic roots; keep it direct, strong, and respectful.
• •Focus on performance and pride: Ensure every piece of copy connects the product to improving performance or evoking pride.
• •Maintain visual consistency: Reflect the bold, clean, and strong visual identity of products in all marketing graphics and design, as tone is conveyed by the entire presentation.

Social Perception

Currently shaped by branding efforts, the name is likely perceived by the target Hispanic MMA/Jiu-Jitsu audience as empowering, relatable, and culturally resonant. For others, it might be neutral or intriguing. The brand's challenge is to build a reputation for quality matching its high-performance promise.

Copy Examples

• •DON'T JUST TRAIN. DOMINATE. On the mat, your technique speaks for itself. Your gear should too. Our new "Bandana" Rash Guard is designed for performance and built with the spirit of a champion. Put yours on. Be a Chingon. #ChingonMMA #BJJ #JiuJitsu #BeTheBest
• •FROM OUR FAMILY TO YOUR ARSENAL. Chingon MMA is not just a brand; it's our pride. As a small Hispanic family-owned business, we pour our passion for Jiu-Jitsu into every design. Each piece is made to order, because greatness isn't mass-produced. Thank you for supporting our dream.
• •Made for those who leave it all on the mat. Jiu-Jitsu and MMA gear that keeps up with your pace. Dress like the champion you are.
• •Your order is more than a purchase. Thank you for your order! By choosing Chingon MMA, you're not just acquiring high-quality gear, but also supporting a family business and a more sustainable way of producing. We're creating your gear especially for you and will notify you as soon as it ships. See you on the mat!
• •TIRED OF THE SAME OLD GEAR? Stop blending in with the rest. Stand out with designs that represent your culture and your strength. Chingon MMA: For the fighter who doesn't settle. Quality, pride, and an intimidating style.