Brand Tone

Respectful & Reverent, Inspirational, Stylish & Classic, Purpose-Driven & Activist, Sophisticated yet Accessible, Educational

Brand Values

• •Legacy & Remembrance
• •Integrity & Grace
• •Social Justice & Activism
• •Style & Elegance
• •Empowerment & Education
• •Community & Philanthropy
• •Inclusivity

Best Practices

• •Lead with Legacy: Always connect the product or message back to Arthur Ashe's life, achievements, style, or values. This reinforces the brand's core identity.
• •Balance Style with Substance: While highlighting the aesthetic appeal of the apparel (e.g., "classic," "effortless style," "70s nostalgia"), consistently integrate the deeper values of social justice, integrity, and empowerment.
• •Use Inspirational & Empowering Language: Employ words that evoke courage, resilience, change, and dignity, reflecting Ashe's character and impact.
• •Maintain a Respectful & Elevated Tone: The language should be sophisticated and thoughtful, avoiding overly casual slang or colloquialisms that might diminish the reverence for Arthur Ashe.
• •Incorporate Authentic Storytelling: Share specific anecdotes or quotes from Arthur Ashe’s life where relevant, and clearly communicate the brand's philanthropic mission and partnerships to underscore its commitment to his values.

Social Perception

A Fitting Homage, Stylish & Nostalgic, Authentic & Purposeful, More Than Just Clothing, Critique and Expectation, Positively Associated with its Founders

Copy Examples

• •Headline: Arthur Ashe: Style with Substance. Legacy in Every Stitch. Body: More than a name, it’s a movement. Our latest collection embodies the grace, resilience, and activism of a true icon. Wear the legacy.
• •Instagram Post: On the court, he was a champion. Off the court, a revolutionary. The Arthur Ashe collection honors every facet of a legend – his impeccable style, his unwavering voice for justice. Discover pieces that speak volumes. #ArthurAshe #Legacy #StyleAndSubstance
• •Product Description (for a replica warm-up suit): The 1975 Wimbledon Warm-Up. Reimagined. Feel the history, the courage, the cool defiance. Crafted to honor the moment Arthur Ashe made history, this suit is more than apparel – it's a statement. A portion of proceeds supports the Arthur Ashe Legacy Fund.
• •Email Subject: Beyond the Baseline: The Values That Define Us. Body: Arthur Ashe believed in using your platform, whatever it may be, to make a difference. Our brand is built on this ethos – style that stands for something, quality that endures, and a commitment to social change. Join us in celebrating a life of purpose.
• •Brand Story Snippet: "Start where you are. Use what you have. Do what you can." - Arthur Ashe. These words are woven into the fabric of our brand. From the collegiate cool of his early days to the bold statements of his activism, we channel the spirit of a man who changed the game, and the world.