Brand Tone

Proud & Accomplished, Community-Oriented & Supportive, Professional & Experienced, Aspirational & Inspiring, Direct & Informative (for the shop)

Brand Values

• •Development
• •Hard Work & Discipline
• •Respect & Teamwork
• •Passion for Hockey
• •Leadership
• •Quality

Best Practices

• •Emphasize "We" and "Our Community": Use inclusive language that reinforces the group aspect of the brand. Talk about "our players," "our coaches," and "the AHG family."
• •Highlight Player Development and Success Stories (Authentically): Connect the apparel back to the core mission of developing talent and achieving goals. Mentioning values like hard work, discipline, and teamwork in product descriptions or related content can reinforce this.
• •Use Action-Oriented and Aspirational Language: Words like "strive," "achieve," "develop," "compete," and "excel" align with the aspirational nature of sports and player development.
• •Maintain a Professional yet Approachable Voice: While highlighting expertise and success, the tone should still feel welcoming to young players and their families. Avoid overly technical jargon unless specifically addressing high-performance athletes or coaches.
• •Keep Shop Copy Clear, Concise, and Benefit-Oriented: For product descriptions, clearly state what the item is, its key features (e.g., "official team hoodie," "comfortable and durable"), and the implied benefit (e.g., "show your team pride," "train in comfort"). Ensure a direct link to the values or identity of the Atlantic Hockey Group.

Social Perception

Reputable & Established, Focused on Youth Development, Pathway to Higher Levels, Community Contributor, The shop itself likely shares the perception of the parent organization – a place to get official gear that represents affiliation and pride in the Atlantic Hockey Group and its programs. The apparel acts as a symbol of belonging and achievement.

Copy Examples

• •Wear Your Dedication. Shop Official Atlantic Hockey Group Gear. You put in the work on the ice. Now show your pride off it. The official Atlantic Hockey Group Shop has premium apparel for players, families, and fans. Gear up and represent the spirit of Atlantic hockey.
• •From Our Ice to Yours: The AHG Collection. Every piece of AHG apparel is more than just clothing – it’s a badge of honor. Built for comfort and durability, just like the players we develop. Find your team’s look today.
• •The Future Plays Here. Dress Like It. Atlantic Hockey Group: Developing champions since 1989. Our exclusive shop features the same quality apparel worn by the next generation of stars. Get yours and be part of the legacy.
• •More Than a Team. It's a Family. Show your support for the passion, dedication, and teamwork that defines Atlantic Hockey Group. Our shop offers a wide range of apparel to unite our community. Shop now and wear your colours with pride.
• •Aspire. Train. Achieve. Repeat. (And Look Good Doing It). Fuel your hockey dreams with official Atlantic Hockey Group apparel. Designed for those who strive for excellence, on and off the ice. Explore the latest arrivals at the AHG Shop.