Brand Tone

humorous, irreverent, community-centric, passionate, and authentic

Brand Values

• •Passion for Rugby
• •Community & Companionship
• •Humor & Banter
• •Authenticity & Experience
• •Sustainability

Best Practices

• •Speak the Language: Always use rugby-specific terminology (e.g., "ruck," "scrum," "sin bin," "hooker"). This authenticates the brand voice and connects with the core audience.
• •Embrace the Banter: The brand's humor is its biggest asset. Copy should be witty, slightly irreverent, and lean into puns. The goal is to make the audience smile or laugh with recognition.
• •Prioritize Community: Frame customers as "family" and fellow "ruggers." Use inclusive language ("we," "us," "our rugby family") to foster a sense of belonging. Share user-generated content to reinforce this community bond.
• •Tell Your Story: Regularly reference the brand's long history (since 1997), its "rugger-run" status, and its deep experience in the sport. This builds credibility and differentiates it from newer, more generic competitors.
• •Balance Humor with Quality: While the tone is fun, the copy should still communicate product quality. Mention durable fabrics, great fits, and the gear's ability to withstand the rigors of the sport. This reassures customers that while the jokes are silly, the products are serious.

Social Perception

The brand is generally perceived positively, particularly among its target audience of amateur and club-level rugby players and fans. It's seen as an authentic, fun, veteran, and niche retailer that genuinely understands its customers, operating as a grassroots business "for ruggers, by ruggers." Customers appreciate its unique designs, personal service, and long-term community presence.

Copy Examples

• •Your weekend plans just got a new uniform. For the scrums, the rucks, and the questionable decisions. Our new "Weekend Hooker" tee is made from 100% heavy cotton, because just like you, it can take a beating. Tap to shop. #BallsOutRugby #RugbyLife #Hooker #ScrumLife
• •Your Team's Banter. Now On a T-Shirt. Tired of boring team warm-ups? We've been outfitting clubs with legendary custom gear since '97. From inside jokes to your team's glorious logo, we'll put it on a shirt that's almost as tough as your tight five. Get a fast quote for your team kit today! #BallsOutRugby #RugbyTeam #CustomKit
• •Sin Bin Savings! 20% Off Everything. You've been sent to the sin bin... the SIN BIN OF SAVINGS! For a limited time, get 20% off our entire collection of tees, hoodies, and shorts. It's the perfect time to stock up on gear that says "I'd rather be rucking." Don't get carded for missing this deal. Shop now!
• •Seize the rugby. Our very first design from 1997 is back! "Carpe Ruggum" is for the player who lives for the game. Made from soft, durable cotton, this shirt is a piece of BOR history and a nod to every player who knows that glory is found at the bottom of a ruck. It’s not just a t-shirt, it’s a statement.
• •We're Bringing the Banter to Your Sideline! Planning a tournament? Make your sideline unforgettable. BallsOutRugby has been the go-to vendor for over 500 rugby events, bringing the best gear and laughs. Click here to inquire about having us at your next tourney!