Brand Tone

Empowering and Motivational, bold yet supportive and inclusive, direct, community-focused, and energetic.

Brand Values

• •Empowerment
• •Community
• •Quality
• •Authenticity
• •Inclusivity

Best Practices

• •Speak Directly to Her: Use the second person ("you," "your") to make the copy personal and focused on the customer's journey, goals, and power.
• •Utilize "Power Words": Consistently integrate dynamic and motivational vocabulary such as unleash, empower, conquer, strength, bold, unstoppable, defy, and revolution.
• •Champion the Community: Reinforce the sense of belonging by regularly using terms like "Rebel Squad," "join the movement," and "our community."
• •Connect Mission to Product: Always link the inspirational message back to a tangible product benefit. For example, "Feel empowered and confident in leggings designed to be 100% squat-proof."
• •Maintain Positive Rebellion: Frame the "rebel" concept as a positive force for self-improvement and breaking personal barriers, not as anger or opposition to others. The tone should always be uplifting and inclusive.

Social Perception

Positively perceived as authentic, mission-driven, and a source of motivation and champion for female strength and confidence. Valued for quality, empowerment, and strong community.

Copy Examples

• •Define your own strength. Break your own rules. Every drop of sweat is a mark of your power. #RebelSquad #UnleashYourRebel
• •Ready to Conquer? The collection that works as hard as you do is here.
• •MORE THAN ACTIVEWEAR. IT'S ARMOR FOR YOUR REVOLUTION. Shop the Collection.
• •Engineered to feel like a second skin, the Unstoppable Legging moves with you, supports you, and empowers you to push past your limits. Squat-proof, sweat-wicking, and designed for the rebel in you. This isn't just apparel; it's your new power suit.
• •Tired of activewear that doesn't get you? Join the Rebel Squad. We create premium, empowering activewear for women who aren't afraid to stand out. Discover quality that inspires confidence.