Brand Tone

A hybrid tone that is inspirational, proud, community-focused, professional, official, commercial, and direct.

Brand Values

• •Excellence & Performance
• •National Pride
• •Partnership & Collaboration
• •Accessibility & Inclusivity
• •Quality & Authenticity

Best Practices

• •Always Blend Aspiration with a Clear Call-to-Action: Start with an inspiring message about Irish pride or athletic achievement, then guide the user with a direct instruction (e.g., "Shop Now," "Pre-Order," "Explore the Collection").
• •Use the "Official" Seal of Approval: Consistently use words like "Official," "Authentic," and "National Team" to reinforce the brand's legitimacy and its direct connection to Athletics Ireland.
• •Speak to the Entire Community: Acknowledge the full spectrum of the audience in your copy —from young athletes at their first event to dedicated fans and club members. Use inclusive language.
• •Leverage the Power of Partnership: Mentioning technical partners like Joma or the new kit supplier, adidas, adds a layer of quality assurance and connects the merchandise to the wider professional sports world.
• •Connect Products to Purpose: Frame each product not just as an item to be worn, but as a symbol of support for Irish athletics. Emphasize that every purchase contributes to the sport's development.

Social Perception

The brand is perceived as a trusted official source, a reliable retailer, and a means for customers to support Irish athletics, often tied to event-driven emotional connections.

Copy Examples

• •Wear Your Pride. The official Athletics Ireland collection, engineered by Joma. Shop the gear trusted by our national athletes and show your support from the track to the stands.
• •From the first starting block to the final lap, we are one team. Our official merchandise is for every athlete, every supporter, and every club that makes up Irish athletics. #WearTheFern with pride.
• •Built for Champions: The National Team Half-Zip Train with the heart of Ireland. The official Athletics Ireland Winner II 1/2 Zip is more than just apparel—it's a symbol of dedication. Worn by our athletes, now available to you. Get yours and be part of the journey.
• •Commemorate your achievement! You trained, you competed, you conquered. Don’t leave without the official National Championships hoodie. Pre-order now and capture the memory of your big day.
• •Product: Athletics Ireland Record II Tee Crafted for performance and designed with pride. This official Record II Tee carries the spirit of Irish athletics in every thread. Made with lightweight, breathable fabric, it’s built to support your training goals while proudly displaying the official Athletics Ireland crest. By wearing this tee, you're not just choosing quality gear—you're supporting the future of our sport.