Brand Strategy Document for Streetwear-Lifestyle Clothing Company

1. Brand Overview

2. Mission:
Our mission is to inspire others to achieve greatness in their lives by living with absolute
passion.
Vision:
Eternal is a movement. We are a collective of people who live life to the absolute fullest
and take chances to follow our dreams and reach for greatness. We are inspired by those
who are passionate about what they do, what ever that may be. It is our goal to inspire
others through the products we create and the community that supports us.
Mantra
jx TÜx XàxÜÇtÄ‹
Eternal in mind, energy, and spirit. Our will cannot be broken. Our heart aches
to be tested. In adversity, we thrive; in life, we live; in the face of opposition, we rise.
Together we stand, join us.
jx tÜx XàxÜÇtÄ‹
Eternal is a lifestyle. Eternal is a state of mind. Eternal is a moment;
it’s that moment when you realize that life is too short to not go for it.
jx tÜx XàxÜÇtÄ‹
We are inspired by people who are passionate about their lives and take chances
to follow their dreams. We live each day like there is no tomorrow. Whether you fight,
surf, skate, jump, ride, fly, or simply be, if you are doing it with absolute passion,
then you are Eternal.
The energy and passion that you pass on will never die.
You are Eternal. We are Eternal….

3. BRAND ANALYSIS
BRAND POSITION/7-SECOND ELEVATOR PITCH – WHAT IS ETERNAL?
Eternal is a premium lifestyle streetwear brand inspired by the artistry of the modern day
warrior. Beyond the brand’s progressive, graphic-driven product, Eternal represents a
movement; individuals, athletes and artists who have formed community in their
relentless pursuit of evolving the way world sees sport and self.
TAGLINE
All day everyday
BRAND DIFFERENTIATORS:
Artistry in design
Thoughtful/spiritual and empowering brand ethos
Premium product
Reasonable price points
Inclusive streetwear that is not limited to one interest, sport or demographic
Brand engages community and is part of movement that reads back to spiritual and
physical empowerment
Tenants that inspire the consumer to make a thoughtful choice over other streetwear
brands on the market (particularly within the MMA category)
Warrior is inclusive of women/men and sport and is a “personal” lifestyle choice.
Lifestyle positioning not specific to one sport/human interest silo, inclusive of sport
(MMA, Action Sports, Team Sports) and music/fashion lifestyle
Mission reads back to the brand statement seamlessly
Own a more sophisticated niche in the MMA market and beyond

4. BRAND ANALYSIS – Cont’d
BRAND ASSETS
Clean reputation
Tapping into a growing market
Strong name established and concrete
Sponsor top fighters/growing base
Solid ownership/planning
Reasonable pricing
Credibility in MMA channel
Sharing strong early distribution
Diligent planning
Lean and efficient internal resources
Strong reputation, no “stigma”
Well positioned as an intelligent/lifestyle brand
Well designed/original
VOCABULARY FOR PITCHING/PRESENTATION
Movement Warrior
Artistry Quality
Game changer Innovative thinker
Rebel soul Passionate
Risk taker Hot Stylish
Original Community
Innovative Reasonable/Accessible

5. CURRENT PRODUCT MIX (MEN’S AND WOMEN’S)
Eternal Couture* – Premium line Eternal Classic – Mainstream line
T-Shirts: $39.99 T-Shirts: $22.99
Thermals: $46.99 Hoodies: $48.00
Hoodies: $69.99 Accessories: $19.00
Accessories: $28.00 Hats: $29.99

6. TARGET MARKET (AT THE CORE)
Who is he: The Modern Day Warrior
Age: 15 – 35 year old Males (primary)
education: High School, Some college.
Ethnicity: Mostly White, but also strong in Hispanic, Asian and Black.
Resides: Urban or suburban areas. Top markets include: California, Texas,
Nevada, New York, Chicago, Arizona, Florida.
Career Descrip: Income level: $15K - $60K
Brands in closet: Nike SB, Vans, LRG, Diesel, Ed Hardy, Levis, True Religion,
Monarchy, RVCA, Obey.
What he reads: COMPLEX, Antenna, Vapors, URB, XXL, The Source, King, MMA
Mags and sites, Sports Mags and sites (ESPN, Sports Illustrated,
Transworld).
Where he shops: Department stores such as Macy’s and Nordstrom’s, but more
often then not specialty stores like Metropark, Solis, M. Frederic
Interest: MMA, Skate, BMX, Surf, Custom Cars, Snowboarding, Music,
Graffiti, Motorcycles, Working Out, Professional Basketball,
Professional Football, Surfing, Art/Graffiti, Technology,
Progressive Politics.

7. TARGET MARKET (AT THE CORE) – Cont’d
Music: Listens to progressive hip-hop and alternative rock.
Internet: Follows MMA sports, Youtube, Social networking sites,
tastemaker blogs.
TV: Spike, Comedy Central, ESPN, Fox Sports, Fuse, G3, BET.
His Heroes: Michael Phelp, Chuck Liddell, Cary Hart, Lil Wayne, Lupe Fiasco,
Pharrell, 50 Cent, Kanye West, Rampage Jackson, Corey Hill,
Lebron James, Jim Jones, Common, Carmelo Anthony.

8. COMPETITION: Premium Fashion
(MMA Industry)
Rock Hip Hop
& Roll
Basic/Performance

9. COMPETITION Premium Fashion
(Fashion Industry)
Rock
& Roll
J Street
Wear
Lifestyle Fashion

10. Athletes Sponsored:

11. Recent MMA Sponsorships:
Event: UFC 91 - Las Vegas
Televised: Pay-per-View
Spnsrship: Demian Maia (main card)
Viewership: 1.0 million (PPV)
3.3 million (Spike replay)

12. Recent MMA Sponsorships (cont’d)
Event: UFC 94 - Las Vegas
Televised: Pay-per-View
Spnsrship: Nate Diaz (main card)
Viewership: 1.3 million (PPV)
?? million (Spike replay)

13. Recent MMA Sponsorships (cont’d)
Event: UFC 95 - London
Televised: Free on Spike TV
Spnsrship: Demian Maia (main card)
Viewership: 3.0 million (Spike/free)
?? million (Spike replay)
NOTE **:
Demian is scheduled for Title Match
in Aug. ’09 in UFC 102 against
Anderson Silva. Eternal has
contract with Demian for this fight.

14. PR/MEDIA TRACTION – Q1 2009

15. PR/MEDIA TRACTION – Q1 2009 (cont’d)

16. PR/MEDIA TRACTION – Q1 2009 (cont’d)

17. PR/MEDIA TRACTION – Q1 2009 (cont’d)

18. PR/MEDIA TRACTION – Q1 2009 (cont’d)

19. PR/MEDIA TRACTION – Q1 2009 (cont’d)

20. PR/MEDIA TRACTION – Q2 2009 (pipeline)

21. Company Headquarters
7171 Evan Avenue
Sebastopol, CA 95472
2007, Eternal Unlimited, LLC. All rights reserved.