Building a Brand Called Trust In a world where authenticity is often promised but rarely practiced, Trust stands apart. More than a brand, it is a belief system that champions sincerity, connection, and the quiet confidence that comes from doing things the right way. Trust was born out of a desire to build something that would outlast trends and transcend borders. Its name is its mission: to create a brand that people can believe in, not just buy from. The Story Behind the Name At the heart of Trust is a figure who knows what it means to build a career on integrity and perseverance, an active professional baseball player in Japan’s NPB (Nippon Professional Baseball). Though his name remains...

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Building Katana: From Japanese Craft to Global Glove Brand When Katana entered the glove market, it set its ambitions high. With deep roots in Japanese craftsmanship, bold design sensibilities and international aspirations, the brand needed more than just a product. It needed identity, storytelling and strategic partnerships. AXI stepped in as the full-service partner, driving everything from brand architecture to cross-border negotiations, marketing execution to creative direction. Trevor Bauer wearing a Katana glove The Challenge Katana was operating in a highly competitive market. Japanese glove brands, especially those that focus on design, street-wear crossover and global expansion face two key hurdles: Standing out domestically against heritage brands with strong legacies Breaking into international markets where local players dominate and global...

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