Brand Tone

Passionate & Enthusiastic, Quality-Focused & Assuring, Community-Oriented & Inclusive, Value-Driven, Approachable & Friendly, Performance-Oriented

Brand Values

• •Quality
• •Performance & Functionality
• •Value for Money
• •Design & Aesthetics
• •Customer Focus & Service
• •Community
• •Ethical & Sustainable Practices

Best Practices

• •Speak the Cyclist's Language: Use terminology and references that resonate with the cycling community, but remain accessible to newcomers. Show genuine understanding of their passion and challenges.
• •Emphasize Quality and Performance Benefits: Clearly articulate how the features of the apparel (materials, design, fit) translate into tangible benefits for the rider (comfort, durability, speed, weather protection). Back up claims with specifics (e.g., "European-sourced fabrics," "developed with pro riders").
• •Maintain an Enthusiastic and Encouraging Voice: Reflect the passion for cycling. Be positive, supportive, and inspire riders to get out and explore.
• •Be Approachable and Community-Focused: Invite interaction, share user-generated content (with permission), and highlight collaborations with clubs or teams. Use "we" and "us" to foster a sense of belonging.
• •Balance Aspiration with Value: While showcasing high-performance aspects, always circle back to the value proposition – that top-quality gear can be attainable. Avoid overly exclusive or elitist language.

Social Perception

Positive Regard for Quality and Value, Trusted Danish Brand, Community-Focused, Reliable and Well-Fitting

Copy Examples

• •Headline: Ride Further, Faster, Sharper. ES16: Danish-Designed Quality That Won't Break the Bank. Body: Feel the difference European craftsmanship makes. Our latest collection is engineered for peak performance and ultimate comfort, because we believe every cyclist deserves the best, without compromise. Discover the ES16 advantage. CTA: Shop the Collection | Gear Up Your Ride
• •Headline: Your Club. Your Colours. Our Expertise. ES16 Custom Team Wear. Body: From weekend warrior clubs to pro peloton contenders, ES16 delivers custom cycling kits that unite your team in style and performance. Designed in Denmark, made for victory. Let's create your unique look. CTA: Get a Custom Quote | Design Your Kit
• •Headline: More Than Just Apparel. It's a Passion. Body: At ES16, cycling is in our DNA. That’s why we meticulously design and craft every piece of gear to enhance your ride, whether you're chasing KOMs or enjoying a Sunday spin. Join the ES16 community and experience the joy of cycling in ultimate comfort. CTA: Explore New Arrivals | Join Our Strava Club
• •Headline: Quality You Can Feel, Mile After Mile. Body: Don't let your gear hold you back. ES16 cycling apparel is built to endure, using premium European fabrics and construction techniques. Experience lasting comfort and performance that keeps you riding strong, season after season. As our riders say, "It just works." CTA: Discover Our Durability | Read Rider Reviews
• •Headline: Look Good, Feel Good, Ride ES16. Body: We believe high-performance cycling gear should also look incredible. Our Danish design philosophy combines sleek aesthetics with functional excellence, so you can hit the road with confidence and style. Elevate your ride. CTA: Shop Men's | Shop Women's | View Lookbook