Brand Tone

inspirational, motivational, and community-focused

Brand Values

• •Community
• •Integrity
• •Development
• •Empowerment
• •quality
• •performance
• •ambition

Best Practices

• •Lead with Empowerment: Every piece of copy should aim to inspire and empower the reader. Use strong, active verbs and a confident tone. Avoid passive language.
• •Foster Community: Use inclusive language like "we," "us," and "the community." Encourage user-generated content and interaction to make customers feel like part of a collective movement.
• •Highlight Core Values: Subtly weave the core values of Community, Integrity, Development, and Empowerment into storytelling, product descriptions, and social media captions.
• •Stay Authentic and Aspirational: The tone should be aspirational yet relatable. Showcase real people achieving their goals, not just elite athletes, to maintain a connection with the everyday consumer.
• •Maintain Consistency Across Platforms: While the format may change (e.g., a short tweet vs. a longer blog post), the core message and tone of empowerment, quality, and community should remain consistent across all channels.

Social Perception

The brand is seen as a provider of high-quality, comfortable, and stylish athletic wear that performs well. Customers appear to connect with the brand's motivational messaging and the sense of community it fosters. The brand is perceived as being for individuals who are serious about their fitness and personal growth.

Copy Examples

• •The view from the top is a reflection of the climb. Every step, every challenge, every drop of sweat is part of the journey to your next level. Where are you conquering this weekend? #NXTLVL #WearYourAmbition
• •Engineered for your ambition. Our new collection is designed to move with you, support you, and empower you to push past your limits. This is more than gear—it's your new standard. Shop the drop now. [Link]
• •Join the Movement. This month, we’re challenging the NXTLVL community to reach new heights. Sign up for our 30-day challenge and unlock your potential. Together, we rise. #NXTLVLCommunity
• •Laser-focused on what needs to be done. Our signature leggings are crafted with a second-skin feel and moisture-wicking technology, so your only focus is your performance. Unmatched comfort, undeniable results.
• •Doubt is a roadblock you can choose to drive right through. Believe in your strength, trust your journey. #TakeItToTheNXTLVL