Brand Tone

aspirational, passionate, and authentic

Brand Values

• •Authenticity and Passion
• •Community Building
• •Quality and Performance
• •Ambition and Growth

Best Practices

• •Lead with Passion: Always tie the product back to the love of the sport. Use emotive and powerful language that resonates with the dedication and intensity of a fighter's journey.
• •Speak from Experience: Write as a fighter, not just a marketer. Use "we" to create a sense of shared identity and community. Reference the real-world application of the gear in training and competition.
• •Highlight Quality and Performance: Be specific about the technical features that make the products superior. Explain how a feature (like a double wrist strap) benefits the fighter (by providing extra support and preventing injury).
• •Show, Don't Just Tell: Utilize user-generated content, testimonials, and fighter sponsorships in your copy. Instead of just saying the gear is good, show respected athletes using and winning in it.
• •Maintain a Consistent Voice of Aspiration: The copy should always inspire. Whether it's a social media post or a product description, the message should empower the customer, making them feel part of an ambitious and authentic fighting family.

Social Perception

The public perception of VEX MMA is largely positive, built on the quality of its products, its genuine connection to the MMA community, and positive customer service. Customers frequently praise the gear's quality, durability, and design, often calling them 'perfect gloves' or 'great quality'. The brand is viewed as authentic and respected within the Australian MMA scene due to its founders' backgrounds and active support for local fighters and events.

Copy Examples

• •Forged in the Gym. Proven in the Cage. You pour your sweat and soul onto the mat every single day. You need gear that works as hard as you do. VEX MMA equipment is designed by fighters, for fighters. We know the grit it takes. We know the sacrifice. We build our gear to withstand the war.
• •This Isn't Just a Sport. It's in Our Blood. Founded by lifelong martial artists, VEX MMA was born from a passion that never fades. Every stitch in our gloves, every fiber in our apparel, carries the spirit of the fight. Join a brand that lives and breathes MMA, just like you.
• •The Tools of the Trade. Masterfully Crafted. A fighter is only as good as their tools. Our Original Series gloves feature multi-layer foam for ultimate protection and a sleek, ergonomic design for a perfect fit. Step into your power with gear engineered for champions.
• •Support the Scene. Wear the Brand. We're more than just a brand; we're a part of the Australian MMA community. Every purchase supports local fighters and helps grow the sport we love. Wear VEX with pride, knowing you're backing the next generation of warriors.
• •Your Journey. Your Fight. Your Gear. From your first day in the gym to the moment the cage door locks, VEX is with you. We provide the quality and performance you can trust, so you can focus on what matters most: the fight ahead.