Brand Tone

Enthusiastic, Passionate, Community-Focused, Inclusive, Informative, Supportive, Adventurous, Encouraging, Approachable & Friendly

Brand Values

• •Passion for the Outdoors
• •Quality & Affordability
• •Customer Experience & Satisfaction
• •Community Building
• •Expertise & Guidance
• •Sustainability
• •Safety

Best Practices

• •Highlight group activities, shared experiences, and the collective passion for the outdoors.
• •Be Genuinely Supportive and Informative: Offer practical advice, tips, and share knowledge freely.
• •Position the brand as a helpful resource, not just a retailer.
• •Encourage questions and interaction.
• •Reflect the founder's accessible and passionate persona.

Social Perception

Customers generally perceive the brand as a reliable source for quality outdoor gear. The expertise and passion of the team, especially the founder, are often noted. Seen as a hub for the local (UAE and GCC) trail running and hiking community, organizing events and workshops. The blog and how-to guides are appreciated for providing useful information. The brand is recognized for its services beyond retail, such as event organization and race support. Customers are aware of specific policies like event cancellation refunds and payment deadlines.

Copy Examples

• •Let's hit the trails together!
• •When you shop with AFT Gear Garage, you're not just buying equipment; you're joining a tribe of fellow adventurers.
• •Emily's Pick of the Week: [Product Name]
• •Our founder and resident trail guru, Emily, knows what it takes to tackle the toughest terrains.
• •Whether you're a seasoned pro or just starting out, come learn, explore, and connect with nature and fellow enthusiasts.