Brand Tone

Energetic, aspirational, authentic, casual, and direct. Aims to inspire a sense of freedom and adventure, speaking the language of the action sports community.

Brand Values

• •Authenticity and Heritage
• •Passion for Action Sports
• •Performance and Innovation
• •Youthful Spirit
• •Community and Connection

Best Practices

• •Use authentic terminology related to surf, skate, and snow culture (e.g., "groms," "stoke," "shred").
• •Focus on selling the lifestyle (freedom, adventure, passion) rather than just the product.
• •Regularly reference the deep roots and iconic history of the brands to build trust and credibility.
• •Maintain an active, direct, and inspiring tone, reflecting a youthful and confident spirit.
• •Ensure copy complements strong, high-quality visuals, enhancing the story told by the images.

Social Perception

Perceived as a leading entity in the action sports apparel industry, a hub for major, respected brands, and a provider of high-quality, authentic gear for enthusiasts, with a strong focus on customer experience in the local market.

Copy Examples

• •The Search Ends Here. Your Wave Is Waiting. From the iconic breaks of the Gold Coast to the shores of New Caledonia, we bring the spirit of the ride to you. Gear up with the latest from Billabong and Quiksilver and live the search.
• •More Than Apparel. It's a Mindset. RVCA and Element aren't just clothes; they're a statement. Rooted in skate, art, and the outdoors, this is gear for those who push boundaries. Find your balance.
• •Engineered for Freedom. Designed for You. Don't let anything hold you back. With Roxy's performance swimwear and DC's skate-tested footwear, you're equipped to move mountains and make waves. Your adventure starts now.
• •For the Next Generation of Riders. Pass on the passion. Our kids' collection has the same quality and authentic style you love, sized for the groms. It's time to start their story.
• •From Sun Up to Sun Down. Effortless Style. Whether you're checking the surf or kicking back with friends, our latest collection of casual dresses, shorts, and tees offers the perfect blend of comfort and laid-back style. Live the endless summer.