Brand Tone

Authentic & Passionate, Community-Oriented & Inclusive, Friendly & Genuine, Action-Oriented & Dynamic, Innovative & Performance-Driven

Brand Values

• •Skateboarding Heritage & Authenticity
• •Innovation & Quality
• •Community Support & Inclusivity
• •Sustainability & Social Responsibility
• •Durability & Longevity

Best Practices

• •Speak the Language of Skateboarding Authentically: Use terminology and phrasing that resonates with the skate, BMX, and action sports community naturally, without forcing slang. Show a genuine understanding of the culture.
• •Prioritize Community and Inclusivity in Messaging: Regularly highlight stories of diverse riders, community events, and the welcoming nature of the brand. Emphasize "for skateboarders, by skateboarders" but extend the welcome to all who appreciate the lifestyle.
• •Weave in Core Values Consistently: Whether talking about a new shoe, an event, or a team rider, subtly connect back to values like durability, innovation, heritage, or sustainability. For example, mention eco-friendly materials in product descriptions or highlight the longevity of designs.
• •Maintain a Positive and Passionate Voice: Even when discussing technical aspects of products, let the underlying passion for action sports and the community shine through. The tone should be energetic and inspiring.
• •Be Genuine and Transparent: If discussing initiatives like "Buy a Shoe, Plant a Tree" or product materials, provide clear and honest information. Authenticity builds trust, aligning with the brand's core. Avoid overly corporate or detached language.

Social Perception

Respected & Established, Core Skate Brand, Durable & Performance-Focused, Eco-Conscious & Ethical, Stylish & Versatile, Community-Focused

Copy Examples

• •Headline (Homepage Banner): "35+ Years Deep in the Concrete. Etnies: Built by Skateboarding, For All Riders. #etnies #SkateboardingHeritage"
• •Product Description (for a durable skate shoe like the Marana): "Lace up innovation that lasts. The Etnies Marana, now tougher with Michelin grip, is engineered for progression, session after session. Because your commitment deserves a shoe that keeps up. #BuiltBySkateboarding #EtniesMarana #DurableKicks"
• •Social Media Post (Instagram - Image of diverse group of skaters): "Our crew is our strength. From local parks to global stages, Etnies is dedicated to a skateboarding culture where everyone has a place to push their limits and share the Stoke. Tag your skate family! #etnies #SkateCommunity #Inclusivity #DrivenBySkateboarding"
• •About Us Section Snippet: "Since '86, we haven't just made skate shoes; we've lived skateboarding. Etnies was born from the culture, by riders who demanded more. Today, we're still pushing, still innovating, and still giving back – from planting trees with every eco shoe to supporting the next generation of shredders. This is more than footwear; it's our footprint. #etnies #SkateCulture #Sustainability #PassionDriven"
• •Email Subject Line (for a new eco-friendly product launch): "Fresh Kicks, Greener Pushes: Discover the New [Product Name]! 🌳 #etniesEco #BuyAShoePlantATree"