Brand Tone

Professional, Authoritative, and Passionate

Brand Values

• •Quality and Performance
• •Partnership and Support
• •Passion and Authenticity
• •Dependability and Service
• •Continuous Improvement and Fun

Best Practices

• •Always speak to the retailer: The primary audience is the business owner or product manager, not the end consumer. The copy should focus on partnership, profitability, reliability, and how Allsports can help their business succeed.
• •Lead with the "Why," not just the "What": Instead of just listing brands, communicate why those brands matter. Use phrases like "Equip your customers with race-winning technology" or "Offer the gold standard in hydration." This connects the product to the retailer's sales goals.
• •Leverage the equity of partner brands: Use the names and reputations of Garmin, SRAM, Wahoo, etc., prominently. The copy should make it clear that Allsports is the trusted, official channel for these sought-after brands in New Zealand.
• •Maintain authority through professionalism: Ensure all copy is free of errors, clear, and confident. Avoid overly casual slang or hype. The tone should reflect a market leader who is dependable and an expert in their field.
• •Inject authentic passion: Weave in the "adventurer" identity where appropriate, especially in "About Us" content or brand stories. This differentiates them from sterile logistics companies, reminding partners that they are dealing with people who live and breathe the sport.

Social Perception

Within the New Zealand cycling and outdoor retail industry, Allsports Distribution Ltd is perceived as a key supplier, a reputable and trusted partner, and a gatekeeper to premium brands. Due to its B2B focus, the general public has low awareness of the brand.

Copy Examples

• •Partner with the Premier. Allsports Distribution connects New Zealand's leading retailers with the world's best performance brands. Become a dealer today.
• •For over 20 years, Allsports Distribution has been the trusted partner for New Zealand's outdoor and cycling retailers. We are more than a distributor; we are a dedicated team of adventurers and experts committed to supplying the best products, providing unparalleled service, and building profitable partnerships. Let's grow together.
• •Dear [Retailer Name], Give your customers the performance they demand. As New Zealand's official distributor for [Brand Name], we provide the reliable supply chain and expert support you need to make your business a destination for top-tier cycling and outdoor gear. Let's discuss how we can help you succeed.
• •Introducing the latest addition to the Allsports family. We are proud to announce our exclusive partnership with [New Brand], a leader in [product category innovation]. This is more than a new product; it's a new opportunity for our dealers to lead the market. Contact your representative for details.
• •Allsports Distribution Ltd: Supplying Quality Retailers with the World's Best Adventure Brands.