Brand Tone

Passionate, Communal, and Spirited

Brand Values

• •Community
• •School Pride
• •Quality
• •Support for Athletes
• •Inclusivity & Celebration

Best Practices

• •Always use active, energetic language. Words like "ignite," "unleash," "champion," and "celebrate" should be staples. The copy should reflect the excitement of a live sporting event.
• •Frame the brand as part of the fan community. Use inclusive pronouns like "we," "our," and "your team" to create a sense of belonging. The message should be that Gameday Spirit is a fan, just like its customers.
• •Don't just sell a t-shirt; sell the feeling of wearing that t-shirt on game day. Link apparel and gear to specific experiences: tailgating, watching the game with friends, or celebrating a big win.
• •When mentioning products, subtly reinforce their quality and, where applicable, their connection to student-athletes through NIL partnerships. This justifies the price point and appeals to fans who want to directly support the players.
• •Whether it's a tweet, an email, or a product description, the spirited, communal, and passionate tone must be consistent. This builds brand trust and makes the Gameday Spirit voice instantly recognizable to its audience.

Social Perception

Gameday Spirit Fanstore is perceived as a reliable and essential destination for college sports fans. Customers see it as more than just a retail store; it is a core part of the game day ritual and a hub for the fan community. The staff's friendliness and helpfulness are frequently highlighted, which enhances the brand's reputation for excellent customer service. While some customers note premium pricing, the general consensus is that the store offers a vast, high-quality selection that is superior to other options. Their active role in NIL deals and community awards also positions them as a progressive and supportive partner in the collegiate sports ecosystem.

Copy Examples

• •rep your Fighting Illini pride like never before! Our new "Upside Down" Banner Tee, created with Terrence Shannon Jr., is here. More than just a tee, it’s a statement. A portion of every sale supports the Don Moyer Boys & Girls Club. Wear your spirit. Support the community. #Illini #GamedaySpirit #NIL
• •Feel the buzz, Illini Nation! From the stadium roar to the victory cheer, we're with you every step of the way. Gear up with the latest Nike arrivals and show your true colors. Plus, get 10% off your next order just for being part of the Gameday family.
• •The Spirit Never Fades. You walked the halls, you cheered from the stands, and your pride is forever. Reconnect with your alma mater with our exclusive collection of alumni gear. High-quality apparel that lasts as long as the memories. Shop now and carry the legacy. #OnceAPantherAlwaysAPanther #AlumniPride
• •Twice the Pride! BOGO Tees are back. Grab one for you and one for your fellow fan. It’s a win-win for gameday.
• •The official Gameday transformation. Are you ready for Saturday? 🗣️ #CollegeFootball #FanCheck #GamedayFit