Brand Tone

Passionate, family-oriented, aspirational, encouraging, supportive, competitive, direct, benefit-driven.

Brand Values

• •Family & Community
• •Quality & Performance
• •Accessibility & Inclusivity
• •Customer Service
• •Passion

Best Practices

• •Lead with Passion: Always anchor the copy in the genuine love for motocross and BMX. Use enthusiastic and energetic language that resonates with the passion of the riders.
• •Speak to the "Family": Whether addressing a parent or a rider, maintain a supportive, inclusive, and community-oriented tone. Use terms like "our riders," "FX family," and "we" to foster a sense of belonging.
• •Balance Aspiration with Accessibility: Frame the products as professional-grade and aspirational ("feel like a pro") while emphasizing that this quality is accessible to everyone, regardless of age or skill level.
• •Highlight Customization and Identity: Consistently feature the benefit of customization not just as a feature, but as a tool for self-expression and identity on the track.
• •Focus on Benefits, Not Just Features: Instead of just listing materials, explain what they do. For example, "moisture-wicking fabric" becomes "keeps you cool and dry during intense rides." Translate technical specs into tangible on-track advantages.

Social Perception

Reputable and supportive within motocross/BMX communities. Perceived as high-quality, durable, excellent customer support. Enables young talent with professional gear, boosting confidence.

Copy Examples

• •From the Backyard to the Big Leagues. It all starts with a dream. We're here to make sure it's a well-equipped one. Our youth gear is built with the same passion and pro-level quality as our adult lines because every champion was once a kid who just loved to ride. #EfixisRacing #FutureChamps #MXFamily
• •Unleash Your Identity. Your style. Your colors. Your name. Our new fully customizable kits are here. Engineered for peak performance and designed by you. Stand out on the track for more than just your speed. Shop the collection now.
• •Gear Up the Whole Team. We started as a family, for our family. Now, we're outfitting yours. Get durable, comfortable, and stylish MX & BMX gear for all ages. Because the best rides are the ones you share. #RideWithUs
• •Breathe. Perform. Conquer. Meet the Classic Jersey: your second skin on the track. Crafted from advanced moisture-wicking fabric to keep you cool under pressure and designed for total freedom of movement. When the only thing you should be focused on is the finish line, this is the gear that gets you there.
• •The Season Awaits. Are You Ready? The gate is about to drop on a new season. Make sure you're ready with gear that's built to win. For a limited time, get 15% off all custom kits and be the first to debut our latest performance tech on the track.