Brand Tone

Passionate, knowledgeable, fan-centric, casual, and engaging, speaking the language of true football supporters.

Brand Values

• •Nostalgia & Legacy
• •Quality & Accessibility
• •Authenticity (of Fandom)
• •Community

Best Practices

• •Lean into the "Insider" Language: Continue using football-specific terms like "False 9," "trequartista," or referencing historic matches and tactical setups. This validates the knowledge of your core audience and reinforces the brand's credibility as experts.
• •Focus on Storytelling, Not Just Selling: Frame every jersey within its historical context. What iconic goal was scored in it? Which legend wore it? This narrative approach transforms a product into a piece of history and deepens the emotional connection.
• •Maintain a Consistent "For the Fans, By the Fans" Tone: Write as a fellow supporter. Use "we" to talk about shared memories. Keep the language passionate, slightly informal, and always centered on the love of the game. Avoid overly corporate or sterile marketing speak.
• •Address Quality & Value Proactively: Acknowledge that your products are high-quality replicas and frame it as a positive. Use copy that emphasizes "smart value," "premium craftsmanship," and "accessible for every fan." This builds trust by being transparent while highlighting your key value proposition.
• •Encourage and Leverage User-Generated Content (UGC): Actively ask customers to share photos wearing their jerseys using a specific hashtag. Reposting this content with enthusiastic captions not only provides social proof but also reinforces the community and fan-centric values of the brand. Let your customers' passion become your best marketing tool.

Social Perception

Polarized: Positive perception within its direct community as a go-to source for high-quality, affordable replica jerseys; skeptical perception from a broader online perspective due to low trust scores and operating in a grey area of replica items.

Copy Examples

• •For an Instagram post showcasing a 1998 France jersey: Headline: Wear a piece of history. Body: Before the back-to-back stars, there was this. The iconic '98 jersey worn by legends like Zidane and Henry on home soil. Some moments are too good to forget. Link in bio to own the legacy. Hashtags: #False9Football #France98 #Zidane #RetroJersey #FootballHistory
• •For a TikTok video comparing their AC Milan 06/07 jersey to an expensive original: On-screen text: They want $300. We want you to live the glory. Caption: Same iconic look, same legendary memories. Don't break the bank to celebrate Kaka's Ballon d'Or season. Quality you can see and feel. Shop the legends. Sound: A trending sound about saving money or a classic football anthem.
• •For a Facebook Ad targeting fans of Real Madrid: Headline: That 2011/12 La Liga title? We remember. Body: 100 points. 121 goals. Ronaldo in his prime. The 2011/12 Real Madrid home kit isn't just a jersey; it's a statement. High-quality fabric, perfect fit. Get yours and represent the champions. Free shipping on orders over $90. Call to Action: Shop Now
• •For the website's homepage banner: Headline: More Than a Game. More Than a Jersey. Sub-headline: False 9 Football brings the icons of the past to the fans of today. Premium quality retro jerseys that let you wear your passion.
• •For an email marketing campaign: Subject: For the true fan. Not the tourist. Body: You know the difference between a False 9 and a traditional striker. You remember the games that defined eras. Our jerseys are for you. Curated for those who appreciate the art of football. Explore our collection of timeless classics and modern hits.