Brand Tone

Inspirational, resilient, and inclusive, mixed with humor and self-awareness. The language is encouraging and empowering, building community around shared experiences, and conveying determination and grit with phrases like "warrior mindset" and "never quit."

Brand Values

• •Resilience and Determination
• •Community and Empowerment
• •Self-Expression and Individuality
• •Lifelong Learning and Growth

Best Practices

• •Speak their language: Use terminology and inside jokes that resonate with the martial arts community (e.g., "aggressive hugging," "tapping out," "rolling"). This shows that you are an authentic part of the culture.
• •Focus on the "why," not just the "what": Your copy should go beyond describing the product. It should evoke the feeling of accomplishment, the camaraderie of the gym, and the pride of being an experienced practitioner.
• •Be inspirational, but keep it real: Acknowledge the physical challenges of aging, but always frame them as obstacles to be overcome. Avoid overly sentimental or patronizing language.
• •Leverage user-generated content: Encourage your customers to share their stories and photos. Featuring them in your marketing will strengthen the sense of community and provide authentic social proof.
• •Maintain a consistent voice across all platforms: Whether it's a humorous TikTok video, an insightful podcast episode, or a product description on your website, the underlying tone of resilience, empowerment, and community should always be present.

Social Perception

Positive within its target niche, seen as a brand that understands and validates the experience of the older athlete. The name is a badge of honor for dedicated practitioners. It has carved out a unique, relatable identity by focusing on an often-overlooked demographic, positioned as a source of wisdom and inspiration.

Copy Examples

• •Age is a number. Grit is forever. You've put in the years, paid your dues on the mat, and earned every ache and every victory. Our new line of premium tees is for you—the seasoned warrior who knows that true strength only gets better with time. Wear your journey.
• •They say you can't teach an old dog new tricks. We say, "Watch us." Whether you're a black belt or just starting your journey, the mat doesn't care about your age. It only cares about your heart. Fuel your passion with gear that's as resilient as you are.
• •More than a brand. It's a brotherhood of the battle-tested. Join a community of men who refuse to slow down. The Old Man On The Mat podcast brings you stories of grit, resilience, and the relentless pursuit of excellence. Tune in and get inspired.
• •Your excuse is invalid. Sore knees? Bad back? We get it. But we also know that the best remedy is to keep moving. Our new rashguards are designed for maximum comfort and durability, so you can focus on what you do best: defying expectations.
• •The perfect gift for the legend in your life. He's the one who taught you about discipline, respect, and never giving up. Show him you appreciate his journey with our exclusive "Old Man On The Mat" collection. Because legends deserve to be celebrated.