Brand Tone

Authentic, Respectful, Passionate

Brand Values

• •Authenticity & Tradition
• •Credibility & Expertise
• •Community & Support
• •Durability & Quality

Best Practices

• •Lead with Authenticity, Not Hype: Always ground your copy in the real world of fighting. Use terminology that fighters understand. Avoid exaggerated claims and focus on the genuine benefits of the gear, its construction, and the experience behind it.
• •Tell the Story Behind the Brand: Regularly reference the brand’s unique story—its base in Thailand, the expertise of its founders (McInnes and Aerts), and its connection to a physical gym. This is your strongest differentiator.
• •Speak as a Peer, Not a Salesperson: Write as if you are a fellow practitioner or a knowledgeable coach. Use a tone that is respectful and encouraging. The goal is to build a relationship of trust with the customer, positioning FIGHTWORLD as a credible partner in their training.
• •Show, Don't Just Tell: Use visuals and text that depict the grit and reality of training—sweat, effort, and focus. Instead of saying 'our gear is durable,' say 'built to withstand 1000s of kicks.'
• •Maintain a Consistent Visual Identity: Ensure that the gritty, authentic, and passionate tone is reflected in all visuals. Photography should feel real and unstaged, avoiding the sterile look of generic e-commerce sites. This visual consistency reinforces the brand's core values.

Social Perception

The public perception of FIGHTWORLD, the equipment store, is largely shaped by its association with the authentic Muay Thai scene in Thailand. Within its niche, it is perceived as: Credible and Legitimate, Specialized, Knowledgeable. The primary challenge in social perception is the brand name's ambiguity with other entities.

Copy Examples

• •Forged in Thailand. Tested by legends. The new FIGHTWORLD V2 Pro-Lace ups aren't just equipment; they're a promise. A promise of thousands of reps on the bag, countless rounds in the ring, and the durability to see you through it all. Built with Peter Aerts's input, because we know what it takes. Link in bio. #FightWorld #MuayThai #AuthenticGear #TestedByChampions #MadeInThailand
• •Our gear is born from experience. With a 100-man kumite under his belt, our founder knows about durability. FIGHTWORLD is more than a brand—it's a philosophy built on respect, resilience, and real-world fight knowledge. Trust what the pros trust.
• •Every champion was once a contender who refused to give up. Your journey deserves gear that works as hard as you do. Based in Pattaya, we equip fighters with authentic, durable Muay Thai gear to help them reach their potential. Shop our collection and feel the difference. #FightWorldStore #TheFightersChoice #MuayThaiJourney
• •It's more than just a store. Here at our home base in Pattaya, we're a living, breathing part of the Muay Thai community. We see the dedication every day, and it inspires the gear we create. For a limited time, we're offering a 15% discount to our email subscribers as a thank you for being part of our global fight family. Use code: COMMUNITY15.
• •Protect your weapons. The Guardian Shin Guards are engineered for maximum impact absorption without sacrificing mobility. Developed with insights from sparring partners at our Thailand gym, they feature a secure strapping system and high-density foam that lets you throw and check kicks with confidence. Train harder, train smarter. Material: High-grade synthetic leather. Core: Multi-layered impact foam. Made for: Muay Thai, Kickboxing.