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Cheak gets a lift from Choco Up
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Primo Fightwear, co-founded by Jonathan and his partner, was born out of a shared passion for hip-hop music, streetwear, and fashion. Recognizing a gap in the combat sports world—a lack of stylish and modern apparel—they sought to revolutionize the industry by creating a brand that combined streetwear aesthetics with combat sports functionality.
Primo Fightwear’s mission is clear: to uplift the sport, change its image, and support fighters at all levels—from grassroots athletes to world-class professionals.
The early years of Primo Fightwear’s journey were marked by strong community support. In the first two years, the brand thrived on opportunities and sponsorships largely through street credibility.
However, by the fourth year of operations, Jonathan and his team faced the reality that every growing business eventually encounters—limited resources. As a lifestyle brand, Primo Fightwear needed to constantly innovate and launch new product lines to stay relevant and drive sales. This continuous demand for creativity and production resulted in increased expenses, creating a pressing need for additional funding to keep up with their ambitions and growth trajectory.
Sustainable Scaling with Choco Up
Choco Up proved to be a game-changer for Primo Fightwear, stepping in at the right moment to provide the financial support required to scale the business sustainably. According to Jonathan, Choco Up offered clear, straightforward, and sustainable funding solutions, making the process smooth and pain-free.
The funding provided by Choco Up enabled Primo Fightwear to:
With Choco Up’s assistance, Primo Fightwear was able to grow rapidly without burning out its resources. The funding allowed the team to focus on executing their vision while having the financial backing to support their expansion efforts.
Primo Fightwear’s journey showcases the importance of combining passion with a clear vision to carve out a niche in a competitive industry. Despite challenges related to scaling and financing, the brand’s partnership with Choco Up allowed it to overcome hurdles and achieve sustainable growth.
Grow your business with Choco Up
