Brand Tone

aspirational, technical, and community-oriented

Brand Values

• •Performance and Quality
• •Innovation
• •Customization and Identity
• •Community Focus
• •Style

Best Practices

• •Speak the Athlete's Language: Use industry-specific and technical terms (e.g., 'wicking,' 'breathable mesh,' 'UPF protection') to demonstrate expertise and build credibility with your target audience of serious athletes.
• •Lead with Performance, Follow with Style: Always prioritize the functional benefits of the gear in your copy. Once you've established how the product performs, you can then highlight its aesthetic appeal and how it fits into the athletic lifestyle.
• •Emphasize Community and Team Spirit: Regularly create content that showcases teams, clubs, and events using your custom gear. Use inclusive language like 'your crew,' 'your team,' and 'join the community' to foster a sense of belonging.
• •Maintain an Aspirational and Empowering Voice: Use strong, active verbs and confident language. Frame your products not just as accessories, but as essential tools that help athletes achieve their goals and push their limits.
• •Leverage Testimonials and Athlete Stories: Integrate authentic reviews and stories from real athletes into your marketing. This provides social proof and reinforces the brand's core values of performance and quality, straight from the people who matter most.

Social Perception

Perceived as a credible and high-quality provider of performance headwear within the endurance sports community, it has a positive reputation, is athlete-approved, and is the go-to for custom gear, known for delivering reliable and functional products.

Copy Examples

• •For The Long Haul. For The Finish Line. Your ambition deserves gear that keeps up. Our technical hats are engineered with moisture-wicking fabrics and laser-cut ventilation to keep you cool and focused, from the first mile to the final push. Don't just endure the elements. Master them.
• •Your Team. Your Colors. Your Victory. Unify your crew with custom headwear that performs. BOCO Gear Canada offers fully customizable hats and visors, built with state-of-the-art materials for ultimate comfort and durability. Upload your logo. We’ll handle the rest. Let’s create something legendary together.
• •The Podium Has A New Uniform. From sweltering trails to windy peaks, top athletes trust BOCO Gear. We invented the Technical Trucker® for a reason: to offer unmatched breathability and a no-slip fit. It’s not just a hat. It’s a piece of performance equipment.
• •Sweat The Details. Not Your Run. Designed in the Rockies, tested on the world's toughest courses. Our headwear features an integrated sweatband that pulls moisture away from your forehead, keeping your vision clear and your head in the game. Train hard. We’ve got you covered.
• •Beyond Performance. It's Your Signature. Why choose between function and style? Our headwear combines performance fabrications with bold, modern designs. Perfect for your toughest workout or your post-race coffee run. Look good, feel unstoppable.