Brand Tone

Motivational and Intense, Minimalist and Confident, Aspirational

Brand Values

• •Discipline and Perseverance
• •Strength and Performance
• •Self-Improvement
• •Community

Best Practices

• •Lead with 'You': Frame all messaging around the customer's personal journey. Use direct, second-person language ('Your workout,' 'You decide') to reinforce the 'You Vs You' ethos.
• •Keep it Concise and Powerful: Use short, declarative sentences. Avoid filler words and complex jargon. The copy should feel as focused and efficient as a good workout.
• •Use Verbs of Action and Intent: Employ strong, action-oriented words like 'Conquer,' 'Execute,' 'Endure,' 'Commit,' and 'Drive.' This reinforces the brand's values of performance and determination.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the dark, high-contrast, intense visual style of your content is always matched by a motivational, direct, and minimalist text tone. The words and images must tell the same story.
• •Inspire, Don't Just Sell: While the goal is to sell apparel, the primary purpose of the copy should be to motivate. Position the products as essential tools for the customer's fitness journey, not just as clothing. The value is in what the customer can achieve while wearing the brand.

Social Perception

Niche and Focused, High-Quality Aesthetic, Motivational Hub

Copy Examples

• •No Shortcuts. The only way is through. Our Performance Tee is built to handle every rep. #Inforce #YouVsYou
• •Engineered for Recovery. Your work in the gym demands a commitment to recovery. The Inforce Oversized Hoodie provides the comfort and durability you need. Focus on your next session, we've got the rest covered.
• •It's You Vs. The Clock. New Drop Inside.
• •(Scene: Athlete struggling on their final rep) Text: The moment it really starts. #FitnessMotivation #GymWear
• •Doubt is a choice. Discipline is a habit. Gear up for your best performance yet. Shop Inforce Activewear. #TrainHard