Building 3THREE™: A Purpose-Driven Jiu-Jitsu Apparel Brand Rooted in Culture, Humor, and Community
Challenge
Create a direct-to-consumer apparel brand that resonates deeply with the jiu-jitsu community—something bold, funny, premium, and purpose-driven. The brand had to stand out in a crowded niche while operating lean, maintaining product quality, and giving back in a meaningful way.
My Role
As Founder & CEO, I led everything from brand identity to product design, vendor sourcing, and marketing strategy. I built 3THREE from scratch into a profitable, values-based business that reflects the mindset and humor of the martial arts world.
What I Built
- A bold, conversational brand voice that connects directly with practitioners
- Limited-run, premium-quality product drops designed to drive anticipation and retention
- A modular campaign system optimized for Meta Ads, customer analytics, and rapid content testing
- A give-back program that funds martial arts training for underprivileged kids
- A production model that balances small-batch craftsmanship with scalable logistics
Results
- 307% increase in online sales in the year over year
- 57%+ repeat customer rate driven by community engagement and brand loyalty
- High ROAS on paid media through continual testing and conversion-focused ad design
- Growing organic customer advocacy in jiu-jitsu circles nationwide
- Featured on Instagram, Meta Ads, and lifestyle influencer content
Purpose
3THREE exists to build confident, grounded, high-performing humans—on and off the mats. We make premium apparel, but more importantly, we build identity and culture for people who find meaning in movement.
Want to stock 3THREE at your academy or collaborate? Let’s talk →
