Brand Tone

Passionate & Authentic, Community-Oriented & Inclusive, Principled & Activist, Rebellious & Counter-Cultural, Historical & Educational, Supportive & Purpose-Driven

Brand Values

• •Social Responsibility
• •History & Heritage
• •Fan Culture & Community
• •Authenticity
• •Tolerance & Respect
• •Sustainability & Fairness
• •Independence & Non-Conformity

Best Practices

• •Embody the "Kiezkicker" Spirit: Always write from the perspective of being part of the unique St. Pauli community – passionate, a bit rebellious, but always inclusive and principled.
• •Prioritize Values Over Victories: While football is the core, the copy should consistently emphasize the social and cultural values (anti-racism, community, history, social justice) that define FC St. Pauli and, by extension, the 1910-Shop.
• •Be Direct and Unapologetic (but respectful): The tone can be bold and make strong statements, especially regarding social issues (e.g., "Kein Wein den Faschisten"). However, it should always align with the club's guiding principles of tolerance and respect.
• •Highlight the "Why": Clearly communicate that purchases directly support the non-profit 1910 e.V. and the FC St. Pauli Museum. This purpose-driven aspect is a key differentiator and motivator for buyers.
• •Use Authentic Language: Incorporate terms and sentiments that resonate with the existing fan base (e.g., "Kiez," "Millerntor," the spirit of the terraces) while ensuring it's understandable to a broader audience interested in the club's unique culture. Avoid overly corporate or generic marketing speak.

Social Perception

More Than a Club/Shop, Strong Fan Loyalty, Cult Following, Respected for its Principles, Authentic Merchandise Source

Copy Examples

• •Headline: Wear Your Convictions. Support St. Pauli History. Body: Every piece from the 1910-Shop isn't just merch – it's a statement. Crafted with the spirit of the Kiez, our gear funds the FC St. Pauli Museum, preserving the stories that make us who we are. Shop now and own a part of the legend. Call to Action: Explore the Collection.
• •Headline: More Than Just a Skull & Crossbones. It's a Promise. Body: The 1910-Shop is run by fans, for fans. We believe in a football culture that stands for something: anti-racism, community, and unwavering support. Every purchase directly fuels the 1910 e.V. and the St. Pauli Museum. Call to Action: Stand with Us. Shop Museum.
• •Headline: History Lives Here. And You Keep It Beating. Body: From the terraces to the exhibits, the heart of FC St. Pauli beats strong. The 1910-Shop offers authentic apparel and unique items that celebrate our past and fund our future. Your support keeps the museum thriving. Call to Action: Discover Your Piece of St. Pauli.
• •Headline: Kein Wein den Faschisten. Our Toast to a Better World. Body: Sip with purpose. Our exclusive "Kein Wein den Faschisten" collection not only offers exceptional taste but also champions anti-fascist education and fights discrimination. Every bottle sold supports vital initiatives. Call to Action: Drink Responsibly. Act Decisively. Shop Now.
• •Headline: The Fabric of St. Pauli. Woven with Rebellion & Heart. Body: This isn't fast fashion. This is heritage. The 1910-Shop provides gear that tells a story – of a district, a club, and a global community united by values. Support the FC St. Pauli Museum with every item. Call to Action: Get Your Official Museum Gear.