Brand Tone

Professional, Technical, and Performance-Focused

Brand Values

• •Innovation
• •Quality and Durability
• •Performance
• •Practitioner-Centric

Best Practices

• •Lead with Technical Benefits: Always connect a feature to a tangible benefit for the athlete. Instead of saying 'it's made of a special fabric,' say 'Our Fortitude® fabric wicks sweat to keep you light and mobile.'
• •Use a Confident, Not Arrogant, Voice: State the superiority of your product with factual confidence. Use strong, declarative sentences and guarantees. Avoid comparative attacks on other brands; let the product's innovation speak for itself.
• •Speak to the 'Serious' Practitioner: Use language that resonates with dedication, discipline, and the pursuit of mastery. This acknowledges the customer's commitment and positions the brand as a partner in their journey.
• •Emphasize 'Performance' and 'Engineering': Frame the gi not as a piece of clothing, but as a piece of high-performance equipment. Words like 'engineered,' 'technical,' and 'performance' should be staples in the brand lexicon.
• •Maintain a Clean and Minimalist Style: The product itself is described as having a clean, often plain look. The copy should reflect this—be direct, uncluttered, and professional, allowing the quality of the product to be the main focus.

Social Perception

Perceived as a premium, innovative, and reliable high-end equipment provider for dedicated martial arts practitioners.

Copy Examples

• •Stop Fighting Your Gi. Traditional cotton gets heavy and restrictive when you sweat. Our Fortitude® fabric stays light, dry, and flexible, letting you focus on your technique, not your uniform. Make the switch and feel the difference.
• •The Evolution of a Legend. For centuries, the gi has been made of cotton. We decided it was time for an upgrade. GIMONO’s proprietary merino-blend textile is engineered for the modern martial artist—stronger, lighter, and more comfortable than ever before. This isn't your grandfather's gi.
• •One Gi. Years of Relentless Training. Guaranteed not to shrink, tear, or fade. A GIMONO gi is an investment in your craft. Built to endure countless hours on the mat, it's the most reliable training partner you'll ever own.
• •For the Serious Practitioner. You dedicate yourself to the art. You deserve gear that honors that commitment. Designed and tested by martial artists, for martial artists. Join the practitioners who choose performance over convention.
• •Train Harder. Recover Faster. The secret is in the fabric. Our gis are not only incredibly breathable to keep you cooler during rolls, but they also dry in a fraction of the time. Wash it after evening training and have it ready for the morning session.