Doesn't work like that. Nobody buys into a brand because of a logo. They use a brand because the products are good, the service is great, it meets their needs or (if they are daft) because of some celebrity endorsement.
Some clothing brands work around a lifestyle and the logo is key.
Maybe I'm missing something. What has that logo got to do with fitness? I can see the brand is Daemon Gear but that suggests clothing rather than fitness.