Brand Tone

Nostalgic, Passionate, Fan-Centric, Quality-Oriented (aspirational)

Brand Values

• •Heritage Preservation
• •Nostalgia
• •Quality & Authenticity (Stated)
• •Fan Connection
• •Celebration of Football Culture

Best Practices

• •Embrace Storytelling: Every kit has a history. Weave narratives of famous victories, legendary players, and iconic moments associated with the jerseys into product descriptions and marketing content to enhance the nostalgic appeal.
• •Use Fan-Centric Language: Speak directly to the supporter. Use terms like 'we,' 'us,' and 'your club/team' to create a sense of shared passion and community. Reference common fan experiences and emotions.
• •Highlight Heritage and Legacy: Consistently reinforce the brand's commitment to preserving football history. Use phrases that evoke tradition, classic eras, and the timeless nature of the sport's appeal.
• •Focus on Emotion (Nostalgia, Passion, Pride): Craft copy that taps into the feelings football evokes. Words like 'relive,' 'remember,' 'glory,' 'passion,' 'pride,' and 'spirit' can be powerful.
• •Maintain Authenticity in Voice (and strive for it in product perception): While the tone is nostalgic and passionate, ensure claims about quality and design are clear and, crucially, backed by the product itself and transparent business practices to address potential customer skepticism. If there are questions about authenticity (as seen in the Reddit thread), addressing this proactively and transparently in communications (e.g., detailing sourcing, materials, or licensing if applicable) will be vital.

Social Perception

Limited Online Footprint, Skepticism in Niche Communities, Unclear Reputation

Copy Examples

• •Headline: Relive the Roar. Rediscover the Glory. Body: More than just a shirt, it's a piece of history. Our meticulously curated retro football kits transport you back to the moments that defined the beautiful game. Find your legend. Wear your passion.
• •Headline: The Icons. The Eras. The Unforgettable Goals. Body: From the hallowed turf to your wardrobe. The Fighting Road brings you authentic-quality retro kits that celebrate the heroes and heartbeats of football's golden ages. It's not just retro, it's a revival.
• •Headline: Every Stitch Tells a Story. What Will Yours Say? Body: Remember that last-minute winner? The chant of the crowd? Our collection of classic football shirts is a tribute to the passion that unites generations of fans. Find the kit that speaks to your football soul.
• •Headline: Beyond 90 Minutes. These are Legends. Body: The Fighting Road is dedicated to preserving the rich heritage of football. Each retro kit is a nod to the iconic designs and unforgettable legacies that shaped the sport we love. Own a piece of the magic.
• •Headline: For the Love of the Game. For the Honour of the Badge. Body: We understand that true fandom never fades. Our retro football kits are crafted for supporters who cherish the history, the passion, and the enduring spirit of their favourite clubs and nations. Celebrate your colours.