Brand Tone

Aspirational and Professional.

Brand Values

• •Quality and Craftsmanship
• •Innovation and Design
• •Health and Community
• •Employee-Centric Culture

Best Practices

• •Develop a 'Words to Use/Avoid' List: Create a simple guide for all content creators. Use words like 'curated,' 'precision,' 'heritage,' 'bespoke,' 'innovative,' and 'unrivaled.' Avoid common, low-value words like 'cheap,' 'deal,' 'basic,' or overly casual slang.
• •Prioritize 'Benefit to the Connoisseur': Frame product descriptions not just around features, but around the value they bring to a discerning customer. Instead of 'It's a wooden rower,' use 'A rower crafted from fine oak, designed to be a functional work of art in your living space.'
• •Maintain Visual and Textual Harmony: Ensure the aspirational tone of the copy is matched by high-quality, professional photography and videography. The sleek look of the products should be mirrored by the sleekness of the language.
• •Educate, Don't Just Sell: Use blog posts, videos, and social content to tell the stories behind the brands they carry (like Riley England or Impatia). This reinforces the values of craftsmanship and quality, positioning ADW Sports as an expert and a purveyor of fine goods, not just a reseller.
• •Let the Product's Prestige Speak: For brands like Riley and NOHRD, leverage their established prestige. The copy should be confident and assured, reflecting the quality of the products it represents. It doesn need to shout; it needs to state its quality with authority.

Social Perception

Perceived as a niche, high-end retailer and a B2B/B2C provider of specialized, high-value sporting and recreational equipment.

Copy Examples

• •Art, Meet Fitness. Your home is a sanctuary. Your workout equipment should be too. Discover the NOHRD collection, where sustainable wood and precision engineering combine for a fitness experience that complements your space. Elevate your training beyond the ordinary. #LuxuryFitness #DesignInMotion #NOHRD #ADWSports
• •Own a Piece of History. The Champions' Choice Since 1897. For over a century, Riley England has been the hallmark of snooker excellence. Handcrafted for precision, destined for legendary games. Bring the heritage of professional snooker into your home.
• •More Than a Store. We are Curators of a Finer Game. Founded in Dubai in 2012, ADW Sports was born from a simple idea: to bring the world's most innovative and beautifully crafted sports equipment to the region. We don't just sell products; we source masterpiecesfrom the heritage of English snooker to the forefront of Italian design.
• •Your Next Addiction is Here. Sit, Kick, Score! Forget everything you know about table football. Subsoccer is the fast-paced, one-on-one game that's taking game rooms by storm. Easy to learn, impossible to master. Are you ready to become a SUBERHERO? Order yours today and transform your space. #Subsoccer #GameNight #ADWSports
• •Redefine Recreation for Your Clientele. In the world of luxury, details make the difference. Elevate your fitness center or game room with equipment that reflects your commitment to quality and design. From the iconic WaterRower to bespoke glass pool tables, ADW Sports provides statement pieces that transform amenities into experiences. Explore our corporate catalogue.