The designs I want are a brand logo, and a design for the first bag. I really want to lean towards the "harder" side of things, I want people to feel "hard" when they put this on. 

Like this brand "gets me" I want to be aligned with the darker emotions, and competitive sides of athletes and people alike. 

Phrases like...

"Serial Competitors Club"
"Serial Winners Club" 
"Born Relentless, Taught To Relent"
"Everyone's Fighting Something" 
"Trained to Kill & Survive " 

With an image that goes along with the phrase.

Lion Heart