Brand Tone

Empowering, supportive, aspirational, friendly, and community-oriented, using positive and motivational language focused on the feeling and experience of wearing the apparel.

Brand Values

• •Empowerment
• •Community
• •Holistic Wellness
• •Quality & Style
• •Inclusivity

Best Practices

• •Lead with "You": Center the customer in your copy to make the message personal and empowering.
• •Use Action-Oriented, Positive Language: Employ strong verbs and uplifting adjectives like "empower," "celebrate," "transform," "strength," and "confidence."
• •Foster Community in Your Copy: Use inclusive language such as "we," "our community," and "tribe," and ask questions to encourage engagement.
• •Balance Performance with Lifestyle: Connect product features to the feeling or benefit for the customer, emphasizing confidence, comfort, and empowerment.
• •Maintain Visual and Verbal Consistency: Ensure the empowering and supportive tone is reflected in both text and imagery, creating a cohesive message.

Social Perception

Positive perception within its specific niche of women's activewear, with customers highly praising the product quality, fit, and functionality. The brand is seen as a supportive and stylish option, though it has a relatively small digital footprint and faces challenges due to a non-unique brand name causing confusion with other businesses.

Copy Examples

• •Rise and empower. Every sunrise is an invitation to become stronger, more flexible, more you. Our Serenity Leggings move with you, supporting every stretch and every goal. What are you flexing up for today? #FlexUpUSA #EmpowermentInMotion
• •Your Second Skin for Unstoppable Confidence. Meet the Apex Sports Bra. Engineered with our signature blend of performance fabric, it offers the perfect balance of buttery-soft comfort and unshakeable support. From intense workouts to mindful yoga flows, feel secure, stylish, and ready to conquer. Because your strength deserves to be celebrated.
• •A Gift For Your Journey 🎁: More Than a Brand, We're a Movement. At Flexup, we believe in the power of community. We see your strength, we celebrate your progress, and we want to support your journey. As a thank you for being part of our empowering tribe, enjoy 15% off your next order. Let's continue to rise, together.
• •Made for Every Woman. Every Workout. Your body is powerful. Your activewear should be, too. Flexup USA is crafted to celebrate every curve, support every movement, and empower your individual spirit. Discover our collection of fashion-forward, performance-driven gear and find your perfect fit. Shop Now.
• •How our community flexes up. Show us how you move! Tag @flexupusaofficial to be featured and join a community of strong, inspiring women. #FlexUp #WomenWhoLift #YogaLife #FitnessJourney