Brand Tone

Proud and Celebratory, Educational and Informative, Aspirational and Motivational, Resilient and Determined, Stylish and Confident

Brand Values

• •Heritage & History
• •Perseverance & Resilience
• •Accomplishment & Victory
• •Cultural Pride & Identity
• •Authenticity & Storytelling
• •Empowerment

Best Practices

• •Anchor in History: Always connect the messaging, where appropriate, back to the core narrative of the Black jockeys – their struggles, achievements, and the importance of their legacy. This ensures the educational and heritage values are always present.
• •Use Empowering Language: Employ words that evoke strength, resilience, victory, pride, and aspiration. Terms like "legendary," "triumph," "unbreakable," "legacy," "pioneer," and "champion" fit well.
• •Maintain a Respectful and Reverent Tone: When discussing historical figures and their experiences, ensure the language is always respectful and honors their contributions. Avoid overly casual or flippant language in this context.
• •Weave in Aspiration: Connect the historical perseverance to modern-day ambitions. Position the brand as inspiring for anyone striving to overcome obstacles and achieve their goals, making the historical narrative relevant to a contemporary audience.
• •Be Confident and Unapologetic: Reflect the brand's own resilience (as seen in the trademark dispute) in the copy. The tone should be confident in its mission and the importance of the stories it tells. This doesn't mean aggressive, but rather firm in its identity and purpose.

Social Perception

Advocate for Unsung Heroes, Culturally Significant, Symbol of Resilience, Quality and Style Conscious, Inspirational, Distinct from "Jockey" (underwear)

Copy Examples

• •Wear the legacy. Ride with history. Our new [Jacket Name] isn't just a piece of clothing – it's a tribute to the unbreakable spirit of the Black jockeys who dominated the track against all odds. Feel the history. Embody the victory. #BlackJockeyClothing #BeLegendary #HistoryMakers
• •They tried to erase their victories. We're here to ensure their legacy is unforgettable. Black Jockey Clothing honors the incredible Black horsemen who changed racing forever. Discover the stories. Shop the collection. Fuel the legacy. [Link to website]
• •The [Jockey's Name] 'Victory' Tee: More than a name, it's a testament to raw talent and relentless spirit. [Jockey's Name] challenged the status quo and rode into history. This premium tee carries that same energy. Crafted for comfort, designed for a legend. Own your piece of history. #BlackJockeyStory #Triumph
• •Email Newsletter Subject Line: Don't Just Wear a Brand, Embody a Movement. (Body Snippet): At Black Jockey Clothing, every stitch tells a story of perseverance, excellence, and the enduring power of a legacy once forgotten. We're more than fashion; we're a tribute to the Black jockeys who paved the way. Explore our latest arrivals and carry their triumph forward.
• •Black Jockey Clothing: Uncover the Legacy. Wear the Triumph. Style with Substance.