Brand Tone

Passionate and Authentic, Heritage-Driven, Community-Centric, and Proudly Irish. It speaks to a deep connection with sport, tradition, and shared identity.

Brand Values

• •Quality and Durability
• •Heritage and Tradition
• •Community
• •Innovation
• •Passion

Best Practices

• •Speak the Language of Passion: Use active, evocative words that connect with the emotional side of the sport. Phrases like "the roar of the crowd," "beating heart of the community," and "worn with heart" reinforce the brand's core identity.
• •Anchor in Heritage: Regularly reference the brand's 100+ year history. Mentioning the founding year (1918) or the legacy of quality adds a layer of authority and trustworthiness that competitors cannot easily replicate.
• •Focus on "We" and "Community": Frame the brand as part of the team and community. Use inclusive language ("We support the underdog," "the beating heart of every community") to foster a sense of belonging among customers.
• •Bridge Performance and Pride: Ensure product-focused copy balances technical features (e.g., "Koolite fabric," "athletic fit") with emotional benefits (e.g., "wear your pride," "a symbol of your identity"). The customer isn't just buying a piece of clothing; they're buying what it represents.
• •Be Unapologetically Irish: Lean into the brand's Irish heritage, as it is a major differentiator and a point of connection for the global diaspora, including in Canada. Using Gaelic terms where appropriate or referencing Irish culture will strengthen this bond.

Social Perception

O'Neills is perceived as an iconic and trusted brand, especially within the GAA community. Its products are seen as a symbol of Irish identity and high quality. The brand is also recognized for successfully expanding its relevance into the broader athleisure market.

Copy Examples

• •This isn't just a jersey. It's the roar of the crowd, the pride of the parish, and a century of passion woven into every stitch. The new [Team Name] 2025 Home Kit is here. Built for battle. Worn with heart. Live for it. #ONeills #ChoiceOfChampions #GAA
• •From the first tackle to the final whistle, your team deserves kit that works as hard as you do. For over 100 years, O'Neills has been the choice of champions. Outfit your club in gear that's built on a legacy of durability and performance. Get a custom quote for your team today.
• •Your Passion Doesn't End on the Pitch. Comfort and Quality for Your Everyday. Shop the Legacy Collection.
• •From Dublin, With Pride. New Arrivals Inside.
• •Woven from history, made for today. Our new Legacy Jersey pays tribute to the icons who wore the crest before you. Crafted from our high-performance Koolite fabric, it offers modern comfort with a timeless look. It’s more than a design; it’s a declaration of where you come from and the passion you carry with you. Every stitch tells a story. Make it part of yours.