Brand Tone

Passionate & Authentic, Community-Focused, Edgy & Confident, Action-Oriented & Energetic, Aspirational

Brand Values

• •Community: Fostering a sense of belonging and mutual support within the BJJ world.
• •Passion for BJJ: A genuine love for the sport, its culture, and its practitioners.
• •Quality & Performance: Providing durable, functional, and well-designed gear suitable for serious training and competition.
• •Individuality & Expression: Offering unique designs that allow practitioners to express their personal style within the BJJ context.
• •Support & Growth of the Sport: Actively contributing to the BJJ scene through events and athlete sponsorships.

Best Practices

• •Know Your Audience Deeply: Understand BJJ terminology, in-jokes, aspirations, and pain points. Speak their language authentically.
• •Emphasize Community and Shared Passion: Regularly use words like "collective," "community," "us," "we," and highlight shared experiences in BJJ.
• •Inject Energy and Confidence: Use strong verbs and confident statements. Reflect the intensity and dedication of the sport. Don't be afraid to be a little edgy and bold in your design and word choices.
• •Show, Don't Just Tell: Instead of just saying "high quality," describe how it's high quality in the context of BJJ (e.g., "reinforced stitching for relentless grips," "moisture-wicking fabric for grueling rounds").
• •Be Consistent Across All Platforms: While the format may change (e.g., short captions on TikTok vs. longer descriptions on the website), the core tone—passionate, community-focused, edgy, and authentic—should remain consistent. Develop a style guide with key phrases and a "voice" profile.

Social Perception

Respected within the BJJ Community, Known for Unique Designs, Associated with Competition, Appreciated for Community Engagement, Seen as a "By Practitioners, For Practitioners" Brand

Copy Examples

• •Instagram Post (New Gi Release): "Unleash your art. The new [Gi Model Name] is engineered for the mat, designed for the subversive spirit. Crafted for every roll, every submission, every moment you own. Link in bio. #SubversivCollective #BJJGear #NewCollection #TrainWithoutLimits"
• •Facebook Event Promotion: "The mats are calling. Subversiv [Event Name] returns to [City] on [Date]! Expect electrifying matches, a community united by passion, and the best BJJ action. Registrations open now – claim your spot. #SubversivEvents #BJJCompetition #Grappling #WarriorSpirit"
• •Product Description (Rashguard): "More than just a rashguard. It's a second skin for the dedicated. Our [Rashguard Name] offers unrestricted movement, superior durability, and a design that speaks your BJJ language. Built to endure the toughest training sessions. #SubversivLife #BJJApparel #PerformanceGear"
• •TikTok Video Caption (Training Montage): "Flow. Fight. Conquer. The grind never stops. Fuel your journey with gear that keeps up. 🔥 #SubversivCollective #BJJLifestyle #TrainHard #MatWarriors #TikTokBJJ"
• •Website "About Us" Snippet: "We are the Subversiv Collective. Born from a passion for Brazilian Jiu-Jitsu, we're a community of practitioners, competitors, and creators dedicated to elevating the art. We design gear that performs and build platforms that unite. This is more than a brand; it's our way of life."