DTC CONSUMER BRAND · FOUNDER · PURPOSE-DRIVEN
ROLE
Founder, Creative Director & CEO
SCOPE
Brand, Product, DTC Ecommerce, Community
FOUNDED
2021 — Frisco, TX
GROWTH
307% year-over-year sales increase
THE ORIGIN
The number 3 has always meant something. I was 33 when my first son was born. I have practiced Brazilian Jiu-Jitsu for years — a discipline built on three core principles: Pass, Smash, Submit. When the idea for a brand came, the name arrived with it. 3THREE.
The double E at the end of the logo is not decorative. It represents 33 in Japanese — a quiet homage to Jiu-Jitsu and its origins, embedded in the identity for those who know. Everything about this brand was built that way: with meaning layered beneath the surface, for a community that lives the same way.
I started 3THREE in 2021 for three reasons simultaneously. Because I wanted gear that matched the mindset of people who train. Because I saw a market full of generic apparel that did not understand the culture. And because I wanted to prove to myself that everything I had built for other companies for 15 years — brand strategy, visual identity, community, product storytelling — I could build for something of my own.
THE NAME
WHAT I BUILT
Every decision was mine. Brand identity. Visual language. Product design. Photography direction. Ad creative. Copywriting. Vendor relationships. Fulfillment. Customer service. I did every job before I built a team around me. That is not something you learn in a corporate creative director role. It is something you learn by doing it at midnight after a full day of work.
Brand identity & visual language
A bold, conversational brand voice that speaks directly to practitioners — with humor, edge, and genuine insider knowledge of the culture.
Product design & limited drops
Premium-quality limited runs designed to drive anticipation, exclusivity, and repeat purchase behavior within a tight-knit community.
Performance marketing & paid media
A modular campaign system optimized for Meta Ads — continuously tested, conversion-focused, and refined through customer analytics and performance data.
DTC ecommerce on Shopify
Full store build and management — product pages, photography direction, copy, UX, and the customer journey from discovery to repeat purchase.
Community-driven growth
In the BJJ world, when someone wears a 3THREE shirt at the gym, others who train notice. It starts conversations. The community is small and tight. Brand awareness spreads the way real community always does — one human interaction at a time.
Brand expansion — Pickleball
Extended the brand into a new sport category, bringing the same premium quality, humor, and handcrafted identity to pickleball players who don’t take themselves too seriously.
THE GIVE-BACK
3% of every sale goes directly back to Jiu-Jitsu schools that have subsidized programs for children. Not to a foundation. Not to overhead. To tuition. To competition fees. To kids who want to train but whose families cannot afford it.
The program launched mid-2025. Since then hundreds of children have benefited — young practitioners funded to compete, to train, to belong to a community that builds confidence, discipline, and resilience from the ground up. Jiu-Jitsu gave me something. 3THREE is how I give it back.
3%
Of every sale funds Jiu-Jitsu training for children at subsidized schools nationwide
68
Of children funded since the program launched in mid-2025
THE WORK
Click any image to expand.
OUTCOMES
307%
Year-over-year online sales increase
57%+
Repeat customer rate driven by community loyalty
616
Verified customer reviews and growing
3%
Of every sale funds BJJ training for children nationwide
MY ROLE
Brand Identity & NamingProduct DesignPhotography DirectionDTC EcommercePaid Media StrategyCommunity BuildingCopywriting & Brand VoiceGive-Back ProgramTeam Building