Brand Tone

Authentic, passionate, motivational, personal, direct, grounded, and relatable, with an underlying sense of grit and resilience.

Brand Values

• •Resilience and Perseverance
• •Community
• •Authenticity and Passion
• •Excellence and Quality

Best Practices

• •Speak from the "We," Rooted in "I": Maintain the personal, founder-led narrative. Use "we" to represent the brand and community, but ground the story in the founder's authentic "I" ("I started this because..."). This keeps the brand relatable and avoids a generic corporate voice.
• •Embrace the Fighter's Language: Use terminology and cultural references that resonate with the MMA community (e.g., "the grind," "train hard," "in the cage," mentioning fighter names). This shows you are an authentic part of the world you're selling to.
• •Lead with the "Why": Center the messaging around the core value of resilience. The tagline "Keep Kickin'" should be a recurring theme, connecting the product back to the larger idea of overcoming life's battles.
• •Prioritize Authenticity Over Polish: While visuals should be high-quality, the language can remain slightly raw and unpolished. Things like the founder's Reddit post, which admits nervousness and gives shout-outs to competitors, build more trust than slick, overly-produced copy.
• •Highlight Community and Personal Connection: Continue to share customer reviews and stories. Make personal touches, like the handwritten notes, a known part of the brand experience. Ask questions in social media captions to engage the community and make them feel like part of the brand's journey.

Social Perception

Perceived as high-quality, customer-focused, and authentic, especially within the MMA niche. Customers appreciate the personal connection (e.g., handwritten notes). The wider public views it as a genuine project from a community member, fostering credibility and addressing an unmet market need for specific gear.

Copy Examples

• •The gym closes. The mats are empty. But the fight isn't over. Whether it's in the cage or just in life, some days are a grind. But we don't stop. We push through. We keep kickin'. #KeepKickin #MMA #TrainHardFightEasy #Resilience
• •Headline: Gear That Understands the Fight. Body: Born from the frustration of not finding the gear we wanted, we made it ourselves. High-cut gladiator shorts designed for fighters, by fighters. No velcro, 4-way stretch, and built to last through every round. Find your style and join the community.
• •Channel the spirit of a legend. The "Enter The Dragon" shorts aren't just apparel; they're a mindset. Built for the modern warrior who blends style with substance, these shorts feature high-cut slits for maximum mobility and moisture-wicking fabric to keep you focused. Honor the fight. Wear the legacy.
• •Subject: Welcome to the Kickin' Combat Crew. Body: Hey [Customer Name], thanks for your order! It's packed and on its way. We started this brand because, like you, we live and breathe this sport. We know the dedication it takes. Your support means everything to our small but growing community. Remember, no matter the challenge today, just keep kickin'.
• •(Text on screen): The Grind Doesn't Know Weekends. (Voiceover/Sound): Upbeat, motivational track. (Caption): Gear up for your moment. Our high-cut shorts are built for every strike, every takedown, every win. What are you fighting for? #KickinCombat #MMAgear #FightWear #CombatSports