Brand Tone

Technical & Performance-Oriented, Adventurous, and Community-Driven

Brand Values

• •Innovation
• •Quality & Durability
• •Performance
• •Community & Inclusivity
• •Sustainability & Responsibility
• •Passion for the Outdoors
• •Integrity & Independence

Best Practices

• •Lead with Technical Benefits, Explain Simply: Highlight key technologies (GORE-TEX, Hydrastash®, infiDRY®) but always translate them into tangible user benefits (stay dry, stay hydrated, stay comfortable). Avoid overly jargon-filled language without explanation.
• •Speak the Rider's Language Authentically: Use terms and evoke feelings that resonate with snowboarders and skiers (e.g., "first tracks," "powder day," "lap," "shred"). Maintain an enthusiastic and genuine passion for the sport.
• •Emphasize Adventure and Freedom: Connect the gear to the experience. Focus on how 686 products enable users to explore more, push their limits, and enjoy the freedom of the mountains and outdoors.
• •Foster Community and Inclusivity: Use inclusive language. Highlight collaborations, athlete stories, and user-generated content to reinforce the sense of a shared passion and a welcoming community.
• •Showcase Versatility and Innovation: While snow remains core, weave in messaging about the adaptability of their technical apparel for various conditions and everyday life, underscoring the brand's innovative spirit. Consistently mention the brand's commitment to pushing boundaries in design and functionality.

Social Perception

686 is generally perceived as a reputable and high-quality brand, especially within the snowboarding and skiing communities. It's known for its technical features, durability, and stylish designs.

Copy Examples

• •Headline: Engineered for the Unpredictable. Built for Your Adventure. Body: Don't let the elements dictate your day. Our GORE-TEX equipped outerwear delivers guaranteed waterproofing and breathability, keeping you dry and focused from first lift to last lap. Ride harder, explore further. #686Technical #BeyondLimits
• •Headline: More Than Gear. It's a Commitment. Body: For over 30 years, we've been rider-owned and innovation-driven. From backcountry peaks to city streets, every stitch is a promise of quality, performance, and a shared passion for the outdoors. Join the 686 community. #686Family #Since92
• •Headline: Unleash Your Ride. Body: Powder days, park laps, or just carving groomers – whatever your mountain mission, 686 gear is designed with the freedom and flexibility you need. Experience ultimate comfort and protection that moves with you. What's your next line? #686Snow #RideOn
• •Headline: Smart Design, Sustainable Future. Body: We believe in gear that performs for you and respects the planet. As a B Corp Certified company, we're dedicated to innovative, sustainable practices in every piece we create. Gear up responsibly. Explore consciously. #686Sustainability #BCorp
• •Headline: From Summit to Street: The Everywhere Pant. Body: Your go-to for any adventure, on or off the mountain. With 10-pocket design, DWR coating, and stretch fabric, the Everywhere Pant is ready for literally anything. Versatility meets technical performance. #686Everywear #AdventureReady