Brand Tone

Technical & Performance-Oriented, Stylish & Confident, Community-Focused & Relatable, Youthful & Energetic

Brand Values

• •Quality & Functionality
• •Performance
• •Style & Confidence
• •Authenticity
• •Community
• •Sustainability
• •Innovation

Best Practices

• •Balance Technical Specs with Emotional Benefits: While highlighting fabric technology and functional design is crucial
• •Maintain a Clean, Confident Aesthetic in Visuals and Text: Just as the brand uses a black & white theme to stand out yet belong
• •Showcase athletes using Emiactive gear excelling in their sport to connect with the audience’s ambitions.
• •Use active and confident language. Highlight how the apparel empowers performance and style on the ice.
• •Feature customer testimonials that emphasize the quality, warmth, and comfort of the apparel.

Social Perception

Positive for Product Quality, Niche Expert, Emerging Brand, Supportive & Engaging

Copy Examples

• •"Because great style on ice doesn't have to be cold” Figureskating clothing| athlete apparel"
• •"Practice Like the Judges Are Watching" tee
• •"Why Writing Your Dreams Down Increases Your Chances of Success (by 50%!)
• •"Because your passion deserves apparel that works as hard as you do, and looks good doing it."
• •"We tested it, we love it, you will too."