Brand Tone

Aspirational, Empowering, and Knowledgeable. The tone is also friendly and approachable, inviting customers to get in touch with questions.

Brand Values

• •Performance and Functionality: Apparel is "technically robust" and "works like it should," highlighting practical features.
• •Style and Aesthetics: Strong focus on "kit that looks good," believing that this motivates and empowers the wearer.
• •Curation and Quality: Meticulous selection process, with each brand being "carefully selected for its performance and style."
• •Ethical Production: A core consideration, born from the founder's desire for "ethically produced kit."
• •Confidence and Empowerment: Key message is that their activewear gives you "confidence," whether in the gear's performance or in how you feel wearing it.

Best Practices

• •Lead with Empowerment: Frame all copy around how the products will make the customer feel more confident, strong, and capable.
• •Balance Technical and Emotional Language: While highlighting the technical features (e.g., "moisture-wicking," "four-way stretch"), always connect them back to the benefit for the wearer (e.g., "so you stay comfortable and focused," "for complete freedom of movement").
• •Maintain a Storytelling Approach: Weave the brand's origin story and the "why" behind the product selection into marketing materials to build a deeper connection with the audience.
• •Uphold a Premium Voice: Use sophisticated and clean language. Avoid slang or overly casual phrasing to maintain the high-end feel of the brand.
• •Be Personable and Accessible: Encourage dialogue and questions, reinforcing the founder's open invitation to connect, which makes the brand feel more human and trustworthy.

Social Perception

The perception of Curated for Sport is that of a high-end, boutique retailer for the discerning female athlete. It is seen as a trusted source for high-quality, stylish, and functional activewear. The curation of specific, often European, brands adds to its perception of exclusivity and quality. The personal story of the founder adds a layer of authenticity and relatability to the brand.

Copy Examples

• •Engineered for your stride, designed for your style. Our latest drop is here to empower your every run. Discover technical pieces that feel as good as they look. #CuratedForSport #RunningInStyle #PerformanceActivewear
• •Cycle with confidence. Our curated collection of cycling apparel combines cutting-edge fabric technology with a flawless fit, so you can focus on the ride ahead. Pockets in all the right places, guaranteed.
• •Tired of compromising between performance and style? So were we. That’s why we created Curated for Sport. Experience the difference that ethically produced, technically superior activewear makes. Shop our hand-picked running collection.
• •This week, we're spotlighting [Brand Name]. We chose them for their unwavering commitment to sustainable materials and their incredible attention to detail. Find out why their [Product Name] is a game-changer for your workouts.
• •Meet your new favorite leggings. Crafted from a buttery-soft, sweat-wicking fabric that offers compressive support without restriction. The high-waisted design and strategically placed seams provide a flattering silhouette, while the essential side pocket keeps your valuables secure. From the track to the trail, these are made to move with you.