Brand Tone

Passionate & Authentic, Down-to-Earth & No-Nonsense, Community-Focused & Inclusive, Resilient & Enduring, Slightly Gritty & NYC-Rooted

Brand Values

• •Passion for Skateboarding
• •Quality & Performance
• •Value & Affordability
• •Integrity & Skater-Driven
• •Fun & Accessibility
• •Innovation
• •Community Support

Best Practices

• •Stay True to the Roots: Always remember Earthwing's origin story – a passion project born from a love of skateboarding and innovation. Let this authenticity shine through.
• •Speak the Skater's Language (but keep it accessible): Use terminology and a style that resonates with skaters, but avoid being so niche that it alienates potential newcomers. Keep it genuine and avoid 'trying too hard.'
• •Emphasize 'By Skaters, For Skaters': Continuously reinforce that the brand is run by people who live and breathe skateboarding and understand what riders need and want.
• •Focus on Value and Performance, Not Just Hype: While showcasing new products is important, highlight the quality, durability, and fair pricing that Earthwing is known for. Back up claims with real rider benefits.
• •Foster Community: Use inclusive language ('we,' 'us,' 'our community'). Encourage interaction and sharing of experiences. Highlight that supporting Earthwing is supporting a shared passion and a skater-focused ethos.

Social Perception

Respected & Reputable, Core & Authentic, Durable & High-Value, Nostalgic & Enduring, Innovative, Small & Passionate

Copy Examples

• •Still carving our own path. The [New Deck Name] – built with the same NYC grit and passion that started it all. No hype, just pure, unadulterated roll. You deserve more. #EarthwingSkate #SkateEverything
• •Two decades in, and the mission hasn't changed: build boards that last, ride like a dream, and don't cost a kidney. From Brian's first experiments to David's new chapter, it's always been for the love of skate. This is Earthwing. #EarthwingNYC #SkaterOwned
• •What Earthwing deck has been your most trusted companion through the years? Share your stories and setups below. We're all ears – this is your journey too. #EarthwingFamily #YouDeserveMore
• •Why Earthwing? Because we believe top-tier performance shouldn't be a luxury. We pour everything into our designs and materials, not massive marketing budgets. The value is in the ride, every time. #RealTalkSkate #EarthwingValue
• •Whether you're bombing hills, sliding through turns, or just cruising the streets, our wheels are engineered for the feeling. Smooth, fast, and built to take a beating – just like a true NYC local. Find your perfect roll. #EarthwingWheels #MadeToSkate