Brand Tone

Playful & Cheeky, Bold & Confident, Sexy & Sassy, Fun & Energetic, Inclusive & Approachable, Irreverent

Brand Values

• •Inclusivity
• •Sustainability
• •Fun & Self-Expression
• •Boldness & Individuality
• •Fashion-Forward Functionality
• •Versatility
• •Quality

Best Practices

• •Develop a Clear Tone of Voice Guide: Document the brand's specific tone (e.g., playful, irreverent, bold, empathetic), including do's and don'ts, and provide examples. This ensures everyone writing for the brand is aligned.
• •Know Your Audience Deeply: Understand their language, their humor, their aspirations, and their pain points. The copy should resonate with them on a personal level, speaking their language.
• •Embrace Your Brand's Personality: If the brand is cheeky (like A.S.S. was), don't be afraid to inject humor and personality into the copy. Authenticity is key.
• •Consistency Across All Channels: Ensure the brand voice is consistent across the website, social media, email marketing, product descriptions, and any customer service interactions.
• •Storytelling with Values: Weave the brand's core values (like sustainability or inclusivity for A.S.S.) into the narrative naturally, rather than just stating them. Show, don't just tell, how the brand embodies these principles.

Social Perception

Cool and Edgy, Desirable and Fashionable, Empowering, Innovative, Missed by Fans

Copy Examples

• •Your workout called. It wants its attitude back. A.S.S. – Activewear that’s as bold as you are.
• •Sustainable? Obviously. Sexy? Undeniably. Get your A.S.S. into gear that feels good, does good, and looks damn good.
• •From street to sweat and back again. These threads are made for more than just the gym. Warning: may cause excessive confidence.
• •Leopard print leggings that actually perform? Believe it. We’re Adam Selman Sport. We make the rules, then we break them (stylishly, of course).
• •Size-inclusive. Gender-defiant. Seriously fun. This isn’t your mother’s activewear (unless your mother is incredibly cool). #GotYourASS