Brand Tone

Passionate & Performance-Driven, Community-Focused & Proudly Irish, Innovative & Evolving, Approachable & Engaging, Inspirational

Brand Values

• •Quality & Craftsmanship
• •Innovation
• •Community
• •Performance
• •Integrity & Resilience
• •Enjoyment

Best Practices

• •Embrace the "Player/Athlete" Perspective: Use language that resonates with those actively involved in sports. Focus on the drive, dedication, and passion inherent in athletes. Incorporate phrases like "designed by players, for players."
• •Highlight Irish Roots & Community: Weave in references to Irish sporting culture, particularly Gaelic games, and emphasize the brand's connection to local clubs and communities. Use inclusive language that fosters a sense of belonging.
• •Focus on Performance & Innovation: Clearly communicate the technical benefits and innovative features of the products. Use strong, action-oriented verbs and confident language that speaks to improving athletic performance (e.g., "Play Different," "Break Boundaries").
• •Maintain an Approachable & Passionate Voice: While professional, the tone should also be enthusiastic and engaging, reflecting a genuine love for sport. This is especially important for social media interactions.
• •Be Authentic & Story-Driven: Share the brand's journey, the inspiration behind designs, and stories of athletes and teams they support. This builds a stronger emotional connection with the audience. Their ambassador program is a good example of this.

Social Perception

Respected Irish Brand, Quality Provider, Community-Oriented, Innovative, Accessible (Increasingly)

Copy Examples

• •Headline (Performance/Innovation): "Play Different. Perform Better. Our latest gear, engineered with passion, for your peak performance."
• •Social Media Post (Community/GAA Focus): "From local grounds to county finals, we're with you every step, puck, and kick. Tag your club and share your #BourkeSports pride! #GAACommunity #IrishSport"
• •Product Description Snippet (Quality/Heritage): "Born from a love of the game and a commitment to quality. Experience the Bourke Sports difference – crafted for champions, by players."
• •Website Banner (Inspirational/Performance): "Break Boundaries. Unleash Your Potential. Discover the new collection designed to elevate your game."
• •Email Subject Line (Engaging/Exclusive): "Be First: New Drops & Exclusive Access for the BS Community!"