Photography by Brandon Sullivan
The martial arts industry occupies a unique space in the minds of U.S. consumers, blending elements of discipline, athleticism, and cultural mystique. What’s particularly intriguing is the lack of a clear brand leader in this category- a rare opportunity in a market brimming with potential. Enter Hyper, a bold and innovative company from Huntington Beach, California, the surf capital of the world, where creativity and an action-driven lifestyle are deeply ingrained.
Cory brings a fresh consumer perspective to the industry that hasn’t existed before. Bridging the tradition the industry values with the fun, modern sensibility the core demographic craves is no easy task—but Cory found that balance effortlessly. - Roland Osborne, CEO, Hyper Martial Arts
The concept behind Hyper’s design approach embraces the lifestyle of the kids practicing martial arts, amplifying the street-level aspects of their lives. This adds a new lifestyle dimension to the sport, making it more relatable and accessible beyond the training environment.
Hyper Martial Arts, based in Huntington Beach, California, was founded to do what no one has - unify and define the U.S. martial arts industry. Despite being the nation’s largest youth activity, most kids drop out because martial arts lacks a central brand or league like the NFL or NBA. The industry is fragmented across traditional styles, run by small, family-owned schools that are hard to scale. With over 30,000 schools nationwide and no unifying presence, Hyper is the first to step in - offering standardized curriculums, branded gear, community programs, and lifestyle products to bring the industry together. The project included branding, creative direction, art direction, product and apparel design, web design, project and staff management, event planning and execution, marketing, sales, and curriculum development.
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