Brand Tone

Authentic, core, passionate, respectful of heritage/nostalgic, community-focused, confident, unapologetic, informal, and relatable (within the skate community).

Brand Values

• •Skateboarding First
• •Quality & Durability
• •Innovation (historically and presently)
• •Heritage & Legacy
• •Community & Team
• •Authenticity

Best Practices

• •Use authentic skateboarding terminology and slang where appropriate, but avoid forcing it if it doesn't sound natural. Understand the nuances of how skateboarders communicate.
• •Prioritize Authenticity Over Trends: While staying current is important, éS's strength lies in its genuine connection to skateboarding. The copy should always feel real and avoid jumping on fleeting mainstream trends that don't align with core skate culture.
• •Show, Don't Just Tell: Instead of saying our shoes are durable, describe how they help a skater land a trick or last through countless sessions. Use action verbs and vivid imagery.
• •Celebrate Heritage Respectfully: When referencing the past, do so in a way that honors the legacy and connects it to the present. Avoid sounding stuck in the past; instead, use it as a foundation of credibility.
• •Engage as a Peer, Not Just a Seller: Write copy that fosters a sense of community. Ask questions, encourage user-generated content, and respond to comments in a way that shows éS is part of the conversation, not just broadcasting messages. The tone should be confident but approachable for fellow skateboarders.

Social Perception

Respected legacy brand, core & authentic, quality footwear provider, associated with legendary skaters, welcome return, reliable.

Copy Examples

• •Built for the session, designed for progression. The new [Shoe Name] combines classic éS design with modern tech to keep you rolling, kickflip after kickflip. This ain't just a shoe, it's a commitment. #eSskateboarding #SkateboardingIsOurDNA
• •Pure fire from @[TeamRiderHandle]! ♨️ Watch [Rider's Name] dismantle the spot. That's what dedication and the right gear looks like. Get out there and make it happen. #eSteam #Skateboarding #AuthenticSkate
• •Decades Deep. Icons Reborn. Our Heritage Collection brings back the timeless éS styles that defined an era and continue to inspire. Lace up a piece of history. #eSHeritage #Since95
• •Gear Up. Skate Harder. Prices You Won't Bail On.
• •Founded in 1995, éS has been at the forefront of skate footwear innovation and style. We’re not just making shoes; we’re fueling the passion, supporting the riders, and living the culture. For skateboarders, by skateboarders. Always.