Brand Tone

Passionate, Supportive, and Authentic

Brand Values

• •Community
• •Quality & Performance
• •Customer-Centric Service
• •Passion for the Sport
• •Authenticity

Best Practices

• •Speak from a "We" Perspective: Always use "we" instead of "I" or a corporate "the company." Frame your messages as coming from a team of fellow BJJ practitioners. This reinforces the community and passion values.
• •Use BJJ Lingo Authentically: Incorporate common BJJ terms like "roll," "mat," "OSS," "journey," and "tap" where appropriate. This signals to the audience that you are an insider who understands their world.
• •Highlight the "Why," Not Just the "What": Instead of only listing product features (e.g., "550 GSM Pearl Weave"), explain the benefit (e.g., "A 550 GSM Pearl Weave for a gi that's tough enough for daily training but light enough for competition day.").
• •Prioritize a Supportive & Encouraging Tone: Your copy should uplift the reader. Use positive and encouraging language ("Get ready for your next roll," "Train hard, stay safe"). This mirrors the supportive nature of the BJJ community.
• •Show, Don't Just Tell, Your Service Commitment: Instead of just saying "we have great service," use customer testimonials in your copy. For example: "‘The best customer service I’ve ever had!’ - David R. We’re here to make sure you get the right gear, fast."

Social Perception

Overwhelmingly positive. Viewed as a highly reliable and top-tier supplier for BJJ gear, praised for excellent customer service, high-quality products, and fast shipping, resulting in strong customer loyalty.

Copy Examples

• •Your Journey, Your Gi. From the first white belt stripe to the seasoned black belt, we're with you for every roll. Gear up with the community's most trusted gis. #Gear2Roll #BJJLife
• •Built for the Mat. Forged in the Roll. Our new rash guards are engineered to withstand the toughest training sessions. Lightweight, durable, and won't ride up. Focus on your technique, not your gear.
• •We've Got Your Back. Hey [Customer Name], at Gear2Roll, we're more than just a store; we're part of your team. That means fast shipping, no-hassle returns, and gear we personally test and approve of. Thanks for being part of our community.
• •Championship Quality. Training Day Price. Discover our collection of IBJJF-approved gis and no-gi apparel. Unmatched durability and a perfect fit, guaranteed.
• •Fuel Your Passion. It's more than a sport. It's who we are. Get 15% off your next order and step onto the mat with confidence. Use code: OSS15