MEET A REAL deal
HERO BRAND
-- Tagline --
Just The Horns
their offers
IN THE WILD
Here's a snapshot of her entire offer suite.
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NOBULL is a brand that dominates the CrossFit world with some of the highest quality workout gear on the market for runners, lifters, boxers, golfers, and all the peak performers in between, and they sell it all by highlighting their own heroes - a.k.a their kindreds (seen in all the photography in the product shots). They're a great example of personality-based product photos - if you took the Hero out of these photos they'd just be shirts, shoes, and shit... sooooo boring!
their BRAND PURPOSE
IN THE WILD
Why they do what they do (beyond the money).
Like a true Hero brand, they're driven by a no-excuse, results-focused approach to something very specific - in their case, TRAINING. It's not about getting in shape for them, it's about making training a lifestyle. That lifestyle is what they're passionate about - everything they create, organize, and sell is about crushing that LIFE just a little bit harder.
At our core, NOBULL is a training brand for people who work hard and don’t believe in excuses.
As we witnessed this unfold, we went on a soul-searching exercise to define training. What we learned is that our community is defining it for us. Each individual, every day, in their own personal way.
As this community continues to grow, it’s our intention to lead training across the world of sport, because to us #TrainingIsEverything
NOBULL’s mission is to create a globally disruptive brand by developing simply innovative products that perform for our customers.
Culture is like fitness. If you don't work on it, you get out of shape.
We believe a healthy mind & body is at the root of everything, and we want to provide you the time and space to take care of yourself.
their BRAND POSITIONING
IN THE WILD
What makes them so different from everyone else.
Genuine to a Hero brand, they've set themselves apart by highlighting the superiority of their work ethic. They highlight the PEAK results that their kindreds (which is what I prefer to call dream clients) get by redefining what it means to "TRAIN". Are you the fittest? Do you hate excuses? Do you pride yourself on working HARD? Because if you just wanna look cute + "get in shape" every other Tuesday when you have time... you're in the wrong place. THAT'S positioning, Buttercup - it's about quadrupling down on what you know your kindreds WANT TO HEAR.
They communicate this differentiation (e.g. how they approach training) in a way that's so true to their Hero personality.
Worn by the fittest competitors on earth. Built for every athlete.
When it comes to CrossFit®, we know the methodology works, the athletes are world-class, and the community is real. Join us for another epic competition as the Fittest on Earth™ earn their titles this summer.
Team NOBULL is a community of people who work hard and don't believe in excuses. It is made up of employees, customers, ambassadors, first responders, teachers, military, medical professionals, hard working people from nearly every field and athletes of all skill levels from all over the globe.
Training is creation and destruction at the same time.
For many it is an outlet.
For some it is an identity.
It is our playtime.
It is our game-time.
It is our me-time.
Training is a tool.
It can take us from who we are today, to who we want to be tomorrow.
It can unlock mindfulness, generate health, and build communities.
Training shows us what we are capable of and expands our boundaries.
It reminds us that we are not fragile and helps us find comfort in the uncomfortable.
Training shows us what we can accomplish with intention, dedication, and resilience.
It prepares us for the unknown, and protects us from the unpreventable.
Training is a mindset.
It is the meditative process of putting in the work.
Training Is Everything.
The next phase of the NOBULL CrossFit Games® is here. What it takes to get here isn't just about what you do. It's what you don't do. No excuses. No shortcuts. No gimmicks. No tomorrow.
their BRAND PERSONALITY
IN THE WILD
Who she is when she's being herself.
There are no Lululemon vibes here! 😂 They're gritty AF and they don't apologize for it, and that's got Hero written all over it. Close your eyes, and imagine a trainer saying these things to you. They've totally nailed the voice + vibe of a real deal Hero at heart.
The story is still being written... 🤘🏽Little things make the big things happen ❤️🔥
IAMNOBULL is a way for everyone who believes in cutting out the BS to step up. These are the stories of our community's perseverance, toughness, and dedication that we feel need to be told.
Anything worth accomplishing isn’t given, it’s earned. You don’t make excuses, you don’t complain, you roll up your sleeves and get it done. Tia is NOBULL.
The only thing that will make you fitter is you. Working hard. Day after day. Will Grier is NOBULL.
Training hard for the summer campaign. No reps wasted when I’m geared up in @nobull
When it comes to fitness, the job is never finished.
Champs will champ 💪
There’s nothing like live competition. Hype up your favorite Week ✌️
Big competition energy.
2013 me couldn’t do this 😝 #IYKYK
Whatever you train for, train for life.
When someone makes something look simple, it’s because they’ve put a lot of fucking hard work into it.
She’s got game.
their brand passion
IN THE WILD
TONS of the branded eye candy she've dropped on their website + across their socials.
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Rather than some cartoonish-looking graphic style, which would be anything BUT a Hero vibe, they've gone with a custom logo and a photo-heavy visual style that allows them to highlight the people that matter most - their kindreds (a.k.a. Heroes).
One (really important) thing they've done is run ALL of their photography through the same filter, so no matter how many photos they use or where those photos came from, they always share the same look + feel - which is critical for creating continuity across your channels and building brand recognition across the internet.
It's also brilliant for an e-commerce brand to have such a customer-centered photo style because it gives them ample opportunity to feature their products without being outright salesy about it.
HOW YOU CAN USE NOBULL AS INSPIRATION
IN YOUR BRANDING (EVEN IF YOU'RE NOT A HERO BRAND)
✅ Instead of rewriting your elevator pitch for the 20th time (which, btw, NO ONE wants to hear), focus on finding the right words to communicate how you're so different from all the BS your kindreds have tried before. Once you can explain THAT in at least 5 different ways - that someone with no industry knowledge would actually understand (e.g. short bio, long intro, punchy headline, etc.) - you'll never have to fumble through another sales pitch again.
✅ For your photography, choose a filter you can run all of yours through (professional, client, and stock) OR choose some kind of stylistic nuance you can apply to each of them to create a really unique stylized look across all the photos you use. Think: the word mask NOBULL uses in the photography in the "Positioning In The Wild" section, or the gritty-looking filter they use in the photography in the "Passion In The Wild" section. It's such a subtle effect, but it does wonders for building recognition + awareness for your brand.
AND HEY, IF YOU ARE A HERO BRAND
Brandish That Shit Loudly + Proudly
Your kindreds love learning from YOU because your unrelenting drive is so contagious and inspiring that it helps them show courage in the face of fears + reach new peaks of performance they didn't think were possible.
Don't rob them of that realness, because THAT'S what makes YOU so delightfully different, ridiculously relevant, and unbelievably validating to YOUR people!
To all the Heroes who make slaying dragons possible, I'm so grateful for YOU,
Dre Beltrami, Founder, This Digital Playground
Hitman, The Entire Internet (Since 2014)
Beer Hater, No Matter How It's Brewed (Since 1979)
NOT SURE What VIBRANT
SHADES OF BRAND
PERSONALITY
YOU ARE?
Give me 5 minutes, and I'll tell you exactly what TWO SHADES have your name written all over them!
Branding in the wild
Share this Newsletter WITH THE SOLOPRENEURS, POWER COUPLES, AND FAMILY BRANDS IN YOUR LIFE!
If you shared this with even one person you know, who's buried under a pile of internet rubble, I'd overnight you so many good vibes you could build a force field with them!