Cultivating a Jiu-Jitsu Lifestyle Brand: The Journey of 3Three Apparel

Objective: The inception of 3Three Apparel was rooted in a passion for the martial art of Jiu-Jitsu and the desire to establish a lifestyle brand that resonates with the ethos of this ancient practice. The aim was to transcend beyond just apparel and foster a community united by the love for Jiu-Jitsu, along with emphasizing empowerment and positive social impact.


  • Brand Development: Established a clear brand identity with a distinctive logo and design elements that encapsulate the spirit of Jiu-Jitsu and the ethos of resilience, discipline, and community.
  • Community Engagement: Engaged with the Jiu-Jitsu community through strategic athlete/influencer partnerships, social media campaigns, and local events to foster a devoted community of enthusiasts.
  • Social Impact: Initiated a program aimed at providing underprivileged children access to Jiu-Jitsu training, spotlighting the brand’s commitment to empowerment and positive societal change.


  • Successfully launched and grew 3Three Apparel, achieving a remarkable 200% Year-over-Year growth, while cultivating a dedicated community of enthusiasts.
  • Created a strong online footprint through effective SEO and content strategies, aligning the brand with industry trends and engaging the community.
  • Directed creative collaborations, channeling a deep-rooted passion for Jiu-Jitsu culture into a diverse range of unique products and experiences, fortifying the brand’s position in the market.

My Role:

  • Brand Steering: Actively steered the brand towards scaling, focusing on achieving the company’s purpose on a larger scale, reaching significant growth milestones, and setting the course for long-term success.
  • Creative Direction: Oversaw the entire brand development lifecycle, from design and supply chain optimization to marketing and strategic partnerships.
  • Community Outreach: Directed efforts towards meaningful initiatives, creating a positive ripple effect in the community and fortifying the brand’s identity as a socially responsible entity.

The Impact

The trajectory of 3Three Apparel mirrors the power of aligning a brand with a potent community and a noble cause. The brand now stands as a testament to the fusion of passion, creativity, and strategic thinking, carving a niche in the expansive world of lifestyle apparel.