Brand Tone

Irreverent, Witty, and Fan-Centric

Brand Values

• •Authentic Fandom
• •Creativity and Originality
• •Community and Rivalry
• •Quality

Best Practices

• •Speak Their Language
• •Embrace the Rivalry
• •Be Timely and Reactive
• •Focus on the "Why"
• •Let the Wit Shine

Social Perception

El Fuego Sports is likely perceived by its target audience as a cool, authentic alternative to "boring" official gear. Customers who buy from them are looking to express their identity as a "true fan" who is in on the joke. They are seen as being reactive and relevant, capturing the zeitgeist of a season or a specific game. The brand appeals to students, alumni, and fans who are active on social media and appreciate meme culture. For those outside this demographic, the brand might be perceived as too niche, provocative, or its humor might be missed entirely.

Copy Examples

• •Woke up feeling dangerous. And a little petty. This one's for everyone who knew how last Saturday would end. Limited run, because just like their championship hopes, this won't last long. Link in bio. #GameDay #RivalryWeek #CollegeFootball
• •Your Saturday Uniform is Here. Don't get caught wearing last year's gear.
• •Rent was due. We collected. Made from a ridiculously soft cotton blend that feels better than a 4th quarter comeback. This isn't your standard bookstore tee; it's a statement. Wear it to let them know you own this rivalry. Warning: may cause high-fives from strangers and dirty looks from the other guys. It's worth it.
• •When you know your gameday fit is just better. #CollegeSports #OOTD #FanGear
• •Real [University Mascot] Fans Know. Tired of the same old gear? We were too. El Fuego Sports makes the shirts you wish the official store would. Unique designs for the fans who never miss a game. Shop the collection and level up your tailgate.