Brand Tone

Performance-Oriented, Rider-Focused/Community-Centric, Proudly American-Made, Innovative/Technical, Straightforward and Informative

Brand Values

• •Comfort
• •Performance & Control
• •Quality & Durability
• •Innovation
• •Made in the USA
• •Customer Satisfaction/Service
• •Lightweight

Best Practices

• •Emphasize "Made in the USA": Consistently highlight this in product descriptions, about sections, and relevant social media posts, as it's a key differentiator and point of pride.
• •Focus on Rider Benefits (Comfort & Performance): All copy should tie back to how ESI Grips improve the cycling experience, specifically addressing comfort, reduced fatigue, better control, and shock absorption.
• •Maintain a Confident, Knowledgeable Voice: Reflect the brand's expertise as the original silicone grip manufacturer and its engineering background. Avoid overly casual or slang-filled language.
• •Showcase Real Riders and Versatility: Use testimonials, user-generated content (with permission), and imagery that features diverse cyclists and various riding disciplines (MTB, road, gravel, etc.) to reinforce broad appeal and proven performance.
• •Be Direct and Informative: Clearly communicate product features (e.g., silicone material, different thicknesses, UV resistance, lightweight) and their corresponding advantages without excessive jargon. Ensure information on installation and care is easily accessible.

Social Perception

Highly Regarded for Comfort and Performance, Go-To for Silicone Grips, Trusted by Serious Cyclists, Good Value, Aesthetic Appeal

Copy Examples

• •Headline: Ride Longer, Stronger. Experience the ESI Difference. Body: Don't let hand fatigue cut your ride short. Our 100% silicone grips, proudly made in the USA, deliver unmatched comfort and shock absorption, so you can focus on the trail ahead. Feel the control, mile after mile. Call to Action: Find Your Perfect Grip.
• •Headline: The Original. Still the Best. Upgrade Your Control with ESI Silicone Grips. Body: Since 1999, ESI Grips has pioneered silicone grip technology for cyclists who demand performance. Wet or dry, our grips stay put, reduce vibration, and won't let you down. Chosen by champions, made for you. Call to Action: Shop USA-Made Grips Now.
• •Headline: Tired Hands? Not Anymore. Discover ESI Grips' Unrivaled Comfort. Body: Say goodbye to numbness and arm pump. ESI's unique silicone conforms to your hands, providing exceptional cushioning and a custom-like feel. Lightweight, durable, and ready for any adventure. Call to Action: Explore Our Range of Comfort Grips.
• •Headline: Engineered for Performance. Loved by Riders Worldwide. Body: From pro racers to weekend warriors, cyclists choose ESI for superior grip, vibration damping, and lasting comfort. Our aerospace engineering roots mean innovation you can feel in every ride. Call to Action: Get Your ESI Grips Today!
• •Headline: Feel the Trail, Not the Buzz. ESI Grips: Your Hands Will Thank You. Body: Maximize your ride enjoyment with ESI's industry-leading shock-absorbing silicone grips. Lightweight, UV resistant, and designed for all conditions, they’re the upgrade your bike deserves. Call to Action: Choose Your Color, Choose Your Comfort.