Brand Tone

Empowering, inclusive, and community-focused. The brand's voice is motivational and supportive, using welcoming and encouraging language that speaks directly to the customer's journey, feeling like a supportive friend or coach rather than a corporation.

Brand Values

• •Empowerment
• •Inclusivity
• •Community
• •Quality
• •Authenticity

Best Practices

• •Always start your copy from the brand's core mission of empowerment. Every piece of content should connect back to the idea that strength is internal and inclusive, ensuring the brand's purpose guides all communication.
• •Speak directly to the customer by using 'You' and 'Your'. Frame your copy around her experience, journey, and strength, creating a personal, one-on-one connection that reinforces the community-focused, supportive tone.
• •Continuously integrate user-generated content, testimonials, and customer stories into your marketing to provide social proof, reinforce the core value of community, and show that the brand's promises are real.
• •While mentioning fabric quality and fit is important, always tie these features back to a feeling. For example, instead of 'our fabric is stretchy,' say 'our fabric moves with you, so you can feel free and unrestricted,' connecting the product directly to the emotional benefit of empowerment.
• •Use positive, uplifting, and supportive words. Words like 'empower,' 'celebrate,' 'confidence,' 'journey,' 'resilience,' and 'community' should be staples in your brand lexicon. Avoid language that is overly aggressive, competitive, or exclusive.

Social Perception

Overwhelmingly positive. Customers connect deeply with the brand's mission of empowerment and inclusivity, frequently praising product fit, quality, and the positive community built. The brand is perceived as genuinely caring about its customers and supporting their fitness journeys, fostering significant trust and loyalty by aligning with consumer values.

Copy Examples

• •Redefine your strength. Strength isn't about how much you lift or how fast you run. It's in the decision to show up for yourself, day after day. It's the resilience you build with every stretch, every step, every moment you choose to move. Our collection is designed to support you through it all. #GenerationStrong #StrengthWithin
• •For Every Woman. For Every Move. Your journey is unique. Your activewear should be too. From morning yoga to evening runs, our high-quality, buttery-soft fabrics are designed to move with you, celebrate your body, and empower your every step. Discover your perfect fit at generationstrong.com.
• •Move With Confidence. High-performance activewear designed to celebrate the strength in every woman. Shop the collection that feels as good as it looks.
• •This is your reminder to be strong today.
• •The Embrace Legging: Meet your new second skin. The Embrace Legging was created to offer support and comfort in equal measure. With a high-waisted, no-slip design and our signature four-way stretch fabric, it’s built to empower you through your toughest workouts and your well-deserved rest days. Because you deserve to feel held and strong, always.