Brand Tone

Aspirational and Motivational.

Brand Values

• •Perseverance
• •Respect and Humility
• •Self-Improvement
• •Quality and Performance
• •Community

Best Practices

• •Always anchor the copy in the brand's core values: perseverance, respect, and self-improvement. Use words like 'discipline,' 'honor,' 'journey,' and 'spirit.'
• •Address the customer not just as a consumer, but as a 'fighter' or 'warrior' on a personal journey. This creates a powerful emotional connection that transcends the product.
• •While the tone is motivational, it's crucial to back it up with the technical benefits of the gear. Mention materials, performance features, and durability to build trust and justify the quality.
• •Use inclusive language like 'join us,' 'our community,' and 'we are fighters.' Encourage user-generated content by asking followers to share their training moments using a branded hashtag.
• •Avoid aggressive or overly 'macho' language. The brand's tone is about inner strength and discipline, not just brute force. Ensure the copy is empowering for all athletes, regardless of gender or skill level.

Social Perception

Respected and High-Quality.

Copy Examples

• •Unleash your inner warrior. Our new ‘Element’ Rash Guard isn’t just gear; it’s a second skin forged for the dedicated. Engineered for performance, designed for the relentless spirit. Ready to elevate your fight? Tap to shop. #SpiritFight #MMA #FightingSpirit #TrainHard
• •Your hands are your greatest tools. Protect them with Spirit Fight gloves. Crafted for durability and precision, they’re built to withstand your toughest rounds. Join the community of fighters who trust us to be in their corner. #Boxing #FightGear #SpiritFight
• •More Than a Brand. A State of Mind. We equip the fighter in everyone. Discover high-performance gear inspired by the values of respect, discipline, and perseverance.
• •Engineered for the modern warrior, the ‘Flow’ leggings move with you, not against you. The compressive, sweat-wicking fabric provides ultimate support and comfort, whether you're on the mat or pushing your limits in the gym. Embrace your strength with gear that understands your fight. #SpiritFightWomen #BJJ #Fitness
• •Inside: Gear That Honors Your Grind. Your dedication deserves the best. See our latest arrivals.