Brand Tone

Authentic, Heritage-Driven, and Passionate

Brand Values

• •Authenticity: Being true to skateboarding culture and run by skateboarders for skateboarders.
• •Innovation & Performance: Consistently developing and utilizing technology to create high-performance skateboarding footwear.
• •Heritage & Legacy: Honoring their past and the iconic products and riders that defined the brand.
• •Quality & Durability: Creating products that can withstand the demands of skateboarding.
• •Community: Supporting the skateboarding ecosystem, including skaters, skate shops, and the broader culture.
• •Style: Fusing performance with a distinct and influential aesthetic.

Best Practices

• •Speak Skater to Skater: Use language that resonates with the skateboarding community. While avoiding excessive slang, incorporate terminology and references that demonstrate an insider understanding (e.g., "flick," "board feel," "session"). Prioritize authenticity over corporate speak.
• •Anchor in Heritage, Innovate for Today: Consistently weave in references to eS's rich history, iconic products, and legendary team riders. However, balance this with a focus on current innovations and how the brand continues to serve the needs of modern skateboarders.
• •Show, Don't Just Tell, Passion: Let the enthusiasm for skateboarding shine through. Use active, evocative language when describing the act of skateboarding or the performance of the products. Feature stories and visuals that capture the energy and dedication of the skate community.
• •Emphasize "Skater Owned, Skater Operated": Subtly or overtly reinforce this core value. This differentiates eS and appeals to skaters who value authenticity and support for brands from within their own culture.
• •Maintain a Confident & Resilient Voice: Reflect the brand's journey, including its ability to navigate industry changes and return strong after a hiatus. The tone should be assured in its product quality and its place within skateboarding history and future.

Social Perception

eS is perceived as a core skateboarding brand that has stood the test of time, valued for its heritage, commitment to performance, and authentic connection to skate culture.

Copy Examples

• •Headline: Built by Skaters, For Skating. Since '95. Body: The Accel OG. Not just a shoe, but a piece of skateboarding history. We brought back the legend, with the same commitment to innovation and durability that defined us from day one. Lace up a legacy. #eSskateboarding #AccelOG #SkaterOwned
• •Headline: Tech That Rips. Style That Lasts. Body: Our new [Specific Shoe Model] integrates cutting-edge STI Energy Foam for impact protection and a redesigned outsole for a flick you can feel. Because progression never stops, and neither do we. Explore the engineering behind your session.
• •Headline: From the Streets, To Your Feet. Still Authentic. Body: For over 25 years, eS has been on the ground, supporting the scene. We're more than a brand; we're part of the global skate community. Every stitch, every design, rooted in skateboarding.
• •Headline: Remember the [Iconic Past Model/Event]? The Spirit Lives On. Body: We're celebrating 30 years of pushing limits and defining style. The passion that fueled "Menikmati" and designed the Koston 1 is alive and well in every pair of eS shoes today. Thanks for being part of the journey.
• •Headline: Core Since Day One. Still Charging. Body: Trends come and go, but dedication to skateboarding is forever. The eS [New Shoe Model/Collection] – built for the session, designed for the culture. True to the game.