Brand Tone

Humorous, Irreverent, Confident, Community-Centric, and Authentic.

Brand Values

• •Passion for the Sport
• •Quality and Performance
• •Authenticity
• •Community
• •Self-Expression and Individuality

Best Practices

• •Master the Vernacular: Continue using BJJ and grappling-specific terminology (e.g., "roll," "tap," "guard," "shark tank"). This authenticates the brand and strengthens the bond with the community.
• •Lead with Humor and Relatability: Keep the meme game strong. Create and share content that reflects the everyday struggles, triumphs, and funny moments of a BJJ practitioner's life.
• •Celebrate the Customer: Consistently feature user-generated content. When customers see their peers on your feed, it reinforces the sense of community and provides powerful social proof.
• •Be Confident, Not Arrogant: The name "chokekings" is confident. The copy should match this —bold and direct, but always inclusive and respectful of the grind that everyone in the sport goes through, from white to black belt.
• •Translate Features into Feelings: Instead of just saying "durable material," say "Built to survive a thousand open mats." Instead of "good fit," say "Feels like a second skin, so you can focus on the fight." Connect the product's technical features to the emotional and practical experience of the athlete.

Social Perception

The brand is perceived positively by its target niche as relatable, authentic, and high-quality. Customers feel like they are part of an exclusive club that "gets it."

Copy Examples

• •Your guard game is slick, your chokes are tight. Don't let your gear be the weak link. Our new rash guard is built to survive the shark tank, wash after wash. Engineered for a perfect fit, so the only thing you're fighting is your opponent. Tap to shop.
• •When you should be drilling sweeps but you just discovered a new way to get the tap. We've all been there. #BJJProblems #ChokeKings
• •Heads up. The new collection just dropped (and it's not gentle).
• •We're not a big corporation. We're grapplers. We spend our evenings getting smashed, hunting for submissions, and celebrating the small wins. We started chokekings because we wanted to wear gear that was as passionate, durable, and a little bit crazy as we are. This brand is for the community. For the mats. For the tap.
• •From the nervous first roll to the podium finish. We're with you. chokekings isn't just fightwear; it's a badge of honor for everyone dedicated to the grind. High-performance gear for your BJJ journey. Shop the collection now.