Brand Tone

inspirational and encouraging

Brand Values

• •Adventure is Everywhere
• •Quality and Expertise
• •Sustainability and Responsibility
• •Inspiration and Community

Best Practices

• •Emphasize the "Why," not just the "What": Instead of only listing product features, focus on the experiences and feelings the products enable. Frame products as tools for discovery and creating memories.
• •Use Inclusive Language: Continue to appeal to all levels of adventurers, from the "urban explorer" to the "globetrotter." Avoid jargon that might alienate beginners.
• •Inspire with Verbs: Use active, encouraging verbs like "discover," "explore," "find," "embrace," and "dare." This aligns with the brand's manifesto of pushing boundaries.
• •Tell Authentic Stories: Feature user-generated content and stories from the community. This reinforces the idea that adventure is accessible to everyone and builds social proof.
• •Be Transparent in All Communications: Acknowledge and address the issues raised in customer feedback, particularly concerning online orders and sustainability. Turn challenges into opportunities to demonstrate a commitment to improvement and reinforce brand trust.

Social Perception

Generally positive due to quality products and in-store experience, but tempered by significant negative feedback on online order fulfillment and customer service. Additionally, sustainability claims face scrutiny from independent groups.

Copy Examples

• •Your weekend is calling. Answer it. From city parks to mountain peaks, find your somewhere else. #AdventureIsEverywhere
• •More than a boot. It's a promise. A promise of sunrises from the summit and stories told around the campfire. Built to last, designed for discovery. Where will you go next?
• •The best memories aren't planned. They're discovered. Gear up the whole crew for the little moments and the big expeditions. #ASAdventures
• •Don't just chase the horizon. Redefine it.
• •The gear you love, made with the planet in mind. We're on a journey to make every adventure a sustainable one. Here's how we're making a difference, one step at a time.