Brand Tone

Performance-Oriented & Aspirational, Expert & Scientific, Supportive & Encouraging, Authentic & Trustworthy, Accessible & Approachable

Brand Values

• •Quality & Efficacy
• •Performance & Goal Achievement
• •Science & Innovation
• •Trust & Transparency
• •Athlete-Centricity
• •Passion for Sports
• •Affordability

Best Practices

• •Always Anchor to "Upgrade Your Limits": This tagline encapsulates the core aspirational and performance-driven nature of the brand. Ensure copy inspires and motivates athletes to push their boundaries.
• •Lead with Science, Support with Athlete Proof: Consistently mention the scientific backing, expert formulation (e.g., Martijn Redegeld, specific carb ratios), and the fact that products are trusted and used by professional athletes and teams.
• •Speak the Athlete's Language (but keep it professional): Use terminology familiar to endurance athletes (e.g., "bonking," "glycogen stores," "PRs") but maintain an expert and reliable voice. Avoid overly casual slang unless specifically for a very targeted, informal platform like TikTok, and even then, ensure it aligns with overall brand values.
• •Focus on Benefits, Not Just Features: While mentioning ingredients and formulations is important for credibility, translate these features into tangible benefits for the athlete (e.g., "maximises carbohydrate absorption while minimising digestive discomfort," "provides an immediate fuel boost to keep you performing at your peak").
• •Be a Supportive Partner: Frame communication as being "for and by athletes". Offer advice, share knowledge, and create a sense of community and shared passion for endurance sports. The tone should be encouraging and demonstrate an understanding of the athlete's journey and challenges.

Social Perception

Positive & Reliable, Trusted by Professionals, Knowledgeable Resource, Growing Brand, For Serious Athletes

Copy Examples

• •Headline: Upgrade Your Limits. Fuel Your Ambition. Body: Don't just train, conquer. Amacx Sports Nutrition is engineered with insights from elite athletes and the latest science to help you push past your personal best. High-quality, effective fuel for every stage of your endurance journey. What's your next limit?
• •Headline: Science-Backed Fuel. Athlete-Proven Results. Body: At Amacx, we partner with World Tour teams and sports nutrition experts like Martijn Redegeld to craft nutrition that delivers. Our NZVT-certified products offer precisely what your body needs, when it needs it – no unnecessary additives, just pure performance.
• •Headline: Your Toughest Miles, Powered by Amacx. Body: We know the dedication it takes. That's why Amacx is more than just nutrition; we're your trusted partner in every pedal stroke, every stride, every lap. From sustained energy to rapid recovery, we've got your goals covered.
• •Social Media Post (Image: Athlete using an Amacx gel during a race): Caption: That final push. That moment you dig deeper. Amacx Drink Gels deliver fast-absorbing energy, precisely when you need it. Easy to digest, great taste, and packed with what it takes to keep you going strong. #UpgradeYourLimits #Amacx #EnduranceFuel #SportsNutrition
• •Product Description Snippet (for a new Turbo Line product): Headline: Unleash Peak Power: Introducing the Amacx Turbo Boost. Body: When intensity peaks, your fuel needs to match. The Amacx Turbo Line is scientifically formulated with an optimal 1:0.8 glucose-to-fructose ratio for maximum carbohydrate uptake, delivering 40g of rapid energy to power your most demanding efforts. Fuel smarter, go harder.