Brand Tone

Inspirational, motivational, balanced (intensity with enjoyment), authentic, and community-focused.

Brand Values

• •High-performance
• •Enjoyment of life
• •Community
• •Balance
• •Authenticity
• •Quality

Best Practices

• •Balance intensity with 'Enjoying Life': subtly weave in the Japanese concept of 「人生を楽しむ服」 (clothing to enjoy life) to add depth.
• •Emphasize the idea that the discipline of fitness leads to a more fulfilling life.
• •Showcase Yasuhito Shirasu's athlete profile but don't make it the sole focus.
• •Clearly communicate the brand's mission and values, especially the 'clothing to enjoy life' philosophy, on the website's 'About Us' page.
• •Actively engage with the community to foster a sense of belonging and build trust around the brand.

Social Perception

A brand known for high-performance athletic wear that promotes a balanced lifestyle, connecting fitness with joy and fulfillment. It's authentic, community-driven, and trusted for quality and style.

Copy Examples

• •Train hard, recover harder, and enjoy every moment. Our apparel is designed for your entire journey.
• •「人生を楽しむ服」: Clothing to enjoy life. Because fitness isn't just about performance, it's about living fully.
• •Fueled by passion, driven by discipline, and styled for life. #EnjoyTheJourney
• •Unlock your potential, embrace the challenge, and find joy in the process. Shop the collection now.
• •Join our community of athletes and enthusiasts who believe in pushing limits and celebrating every victory. #LifeApparel