Brand Tone

Performance-Driven & Technical, Aspirational & Inspiring, Authentic & Passionate, Clean & Functional (Nordic), Knowledgeable & Supportive

Brand Values

• •Performance & Innovation
• •Quality & Durability
• •Sustainability
• •Passion for Sport & Endurance
• •Accessibility & Inclusivity (Everyday Heroes)
• •Swedish Heritage & Functional Design
• •Health & Wellbeing

Best Practices

• •Speak the Athlete's Language: Use terminology that resonates with the target audience (e.g., "PR," "cadence," "wattage," "thermoregulation") but explain technical benefits clearly.
• •Lead with Performance Benefits: Focus on how the product helps the athlete achieve more (e.g., "stay warmer," "run faster," "ride longer," "recover quicker") rather than just listing features.
• •Weave in the "Why": Connect product features to the brand's core values – innovation for better performance, quality for lasting endurance, sustainability for a better future.
• •Maintain Authenticity: Use real athlete stories (where possible and appropriate) and reflect genuine passion for sport. Avoid hyperbole that feels inauthentic to the typically understated Nordic heritage.
• •Visual and Verbal Synergy: Ensure the tone of the copy aligns with the imagery used. If visuals are gritty and action-oriented, the copy should match that energy. If they are clean and technical, the copy can be more direct and feature-focused.

Social Perception

Respected & Credible, Technically Advanced, Premium (but often justified), Strong in Core Segments, Growing Sustainability Awareness, European/Scandinavian Authority

Copy Examples

• •Unleash your wild. The new [Shoe Name] fuses featherlight Xx Foam™ with an aggressive lug pattern, delivering relentless grip and explosive energy return. Conquer any trail, master every mile. Crafted for the relentless. #CraftSportswear #TrailRunning #Performance
• •Sunrise repeats. Frozen breath. The quiet hum of effort. This is where champions are forged, and everyday heroes find their strength. Whatever your summit, we craft the gear to get you there. #CraftedForEndurance #TrainHard #Motivation
• •Master Your Microclimate. Our pioneering baselayers, born from Swedish ingenuity, offer seamless comfort and superior thermoregulation. Stay dry, stay focused, perform beyond limits. #CraftBaselayer #Innovation #Endurance
• •Perform with Purpose. Our latest collection features innovative recycled fabrics that reduce environmental impact without compromising an ounce of performance. Gear up for your best, knowing you're treading lighter. [Link to collection] #CraftSportswear #SustainablePerformance #EcoFriendly
• •For four decades, we've lived and breathed endurance. Every stitch, every fibre, every design is born from a passion for pushing limits. Craft Sportswear: Engineered for your personal best, and the planet we share. #CraftSportswear #SwedishPerformance #EnduranceSports