Brand Tone

Aspirational, community-focused, encouraging, professional, energetic, inclusive, passionate, and skater-centric. It balances a professional image with a passionate, skater-centric voice.

Brand Values

• •Quality and Durability
• •Community
• •Accessibility
• •Creativity and Expression
• •Sustainability

Best Practices

• •Balance Professionalism with Passion: Use clear, professional language for product specifications (e.g., "7-ply North American maple") while infusing copy with passionate and encouraging language that speaks to the core identity of a skater.
• •Empower the Community: Actively feature user-generated content, tag skaters, and promote local events. This reinforces the "community-focused" value and builds brand loyalty.
• •Be Inclusive in Your Messaging: Consistently use language that welcomes all skill levels, from beginners to pros, to avoid alienating potential new customers while still appealing to experienced riders.
• •Highlight Values in Product Stories: Don't just sell a deck, sell the story behind it. Weave in brand values like sustainability ("made with wood from controlled forests") and quality craftsmanship in product descriptions.
• •Maintain Visual and Verbal Consistency: Ensure that the energetic, artistic, and community-driven tone of social media is reflected on the website and in ad copy. The visuals, from deck graphics to ad imagery, should align with the creative and authentic voice of the brand.

Social Perception

The perception varies by region and platform. In markets with strong distribution (e.g., Peru), it's perceived as a legitimate and desirable skate brand. In international forums (e.g., Reddit), where it's less known, it's sometimes viewed with skepticism or as a potential entry-level/"no-name" brand due to lack of widespread recognition. The brand is building its reputation grassroots through international distribution.

Copy Examples

• •Artistry meets durability. Our new pro series decks are crafted from 7-ply US Hard Maple for a pop that lasts. Designed for skaters who demand quality and a board that tells a story. What will you create? #BackleSkateboards #SkateArt #QualityDeck
• •The heart of skateboarding is community. We were stoked to support the local jam last weekend! Big thanks to everyone who came out and shredded. Where should we head next? Tag your local skate park! #BackleCommunity #SkateboardingIsFun #SupportLocalSkate
• •Your first push or your hundredth kickflip—this complete is built for your journey. We've combined our durable 7-ply maple deck with responsive trucks and smooth 101A wheels to give you a reliable, high-performance ride right out of the box. Perfect for any skill level, this board is made to help you progress. Welcome to the Backle family.
• •That feeling when you finally nail it. Sick moves by [tag user] on their Backle setup! Tag us in your clips with #BackleChallenge for a chance to be featured. #SkateLife #Skateboarding #TrickOfTheDay
• •Founded on a passion for the raw feeling of skateboarding, Backle started in 2013 with a simple goal: create high-quality boards that we'd be proud to ride ourselves. From responsibly sourced maple to our in-house urethane formula, every piece is a testament to our commitment to the sport and the planet. For skaters, by skaters.