Brand Tone

Technical, performance-oriented, and confident, using industry-standard terminology to emphasize engineering and innovation. The language is direct, geared towards experienced riders, reflecting the brand's position at the forefront of the industry.

Brand Values

• •Innovation and Engineering Excellence
• •Performance and Reliability
• •Rider-Focused
• •Durability and Quality
• •Environmental and Social Responsibility

Best Practices

• •Every piece of copy should, first and foremost, highlight how the product's innovative design translates to a better, faster, or more reliable riding experience.
• •Speak to your audience as knowledgeable peers. Use correct technical terms to build credibility and demonstrate a deep understanding of the sport and the engineering behind the products.
• •Don't just list features. Explain the rider benefit of each technical innovation. For example, instead of just saying "578% range," explain how that range allows for both grueling climbs and high-speed descents.
• •The tone should reflect a brand that is a leader and an expert in its field. Avoid hesitant or overly casual language. The voice should be that of a trusted engineer who also shreds on the weekend.
• •Subtly weave in the brand's passion for mountain biking. This can be done through copy that speaks to shared experiences on the trail, demonstrating an authentic connection to the customer's world.

Social Perception

The social perception of ethirteen is multifaceted, praising innovation, performance, and excellent customer service, viewing them as a legitimate contender. However, there's a recurring negative perception regarding the long-term durability and reliability of some earlier products, leading to a "hit-or-miss" reputation in certain circles.

Copy Examples

• •Stop Fighting Your Bike. Start Riding It. You’re here for the ride, not the pedal kickback. Our award-winning Sidekick Hub technology decouples your drivetrain from your suspension, delivering a chainless feeling that lets you focus on the trail ahead. Smoother, faster, and more controlled. That's the ethirteen promise.
• •Engineered for the Unrelenting. From the grueling climbs of an enduro race to the white-knuckle descents of the World Cup, our components are forged in the crucible of competition. We obsess over every detail, from the 578% range of our Helix Race Cassette to the relentless grip of our Grappler tires, so you can push your limits with confidence.
• •Your Cadence, Perfected. The Helix Race 13-52T cassette isn't just for e-bikes. It's for any rider who demands optimal cadence on the steepest climbs. We engineered closer ratios to help you clean technical ascents with newfound ease, letting you save your energy for where it counts—the descent.
• •The Silent Partner in Your Fastest Runs. Our new Vario Chainguide with the Stealth lower idler is so quiet, you'll forget it's there. But you'll notice the unwavering chain retention that has made us the choice of world champions. Customize your coverage, dial in your chainline, and ride with the silent confidence of a perfectly secure drivetrain.
• •More Than a Component. It's a Commitment. We are a team of riders, engineers, and innovators dedicated to one thing: enhancing your outdoor experience. When you choose ethirteen, you're not just getting cutting-edge components; you're joining a global community committed to pushing boundaries and preserving the trails we love for future generations.