Brand Strategy Document - Eternal Uprising

Brand Overview

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….

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

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

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

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.

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.

Premium Fashion

Basic/Performance

Rock

& RollHip Hop

COMPETITION:

(MMA Industry)

J

Premium Fashion

Lifestyle Fashion

Rock

& RollStreet

Wear

COMPETITION

(Fashion Industry)

Athletes Sponsored:

Recent MMA Sponsorships:

Event: UFC 91 - Las VegasTelevised: Pay-per-ViewSpnsrship: Demian Maia (main card)Viewership: 1.0 million (PPV)

3.3 million (Spike replay)

Recent MMA Sponsorships (cont’d)

Event: UFC 94 - Las VegasTelevised: Pay-per-ViewSpnsrship: Nate Diaz (main card)Viewership: 1.3 million (PPV)

?? million (Spike replay)

Recent MMA Sponsorships (cont’d)

Event: UFC 95 - LondonTelevised: Free on Spike TVSpnsrship: 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.

PR/MEDIA TRACTION – Q1 2009

PR/MEDIA TRACTION – Q1 2009 (cont’d)

PR/MEDIA TRACTION – Q2 2009 (pipeline)

Brand Strategy Document - Eternal Uprising

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