FREE THINKER: The Leone man is one which rejects commonly accepted opinions and beliefs not just for the sake of it but because he follows his own moral and intellectual compass.
UNAPOLOGETIC: Our man refuses to express regret in what he does, says and how he behaves, because he moves with integrity in every step. This doesn’t mean he won't say sorry if he’s wronged someone. 
 RELENTLESS: Much like the relentless heat of the sun, our man doesn’t have the concept of quit in his heart. Whether it comes to business, his personal life, or competition - he wouldn’t be who he is today if he gave up when hell got hot. 
MAGNETIC: Our man is drenched in confidence, when in a room it feels like he knows a deep and profound secret you could never understand it’s a level of mystery that’s found in the eyes.