Brand Tone

Innovative and Tech-Forward, Performance-Oriented, Confident and Direct, Community-Engaged, Slightly Premium/Aspirational

Brand Values

• •Innovation & Continuous Improvement
• •User-Centric Design & Experience
• •Performance & Reliability
• •Empowerment
• •Quality & Durability

Best Practices

• •Lead with Innovation and Clarity
• •Focus on Cyclist Empowerment
• •Maintain a Confident, Expert Voice
• •Show, Don't Just Tell (with visuals and specifics)
• •Incorporate "Continuous Improvement" Messaging

Social Perception

Hammerhead is perceived as a strong innovator in the cycling computer market, offering a premium product with a best-in-class screen and excellent navigation. While battery life has been a concern, the commitment to software updates and addressing user feedback is generally recognized. The acquisition by SRAM is seen as a move that will further integrate their products into the SRAM ecosystem.

Copy Examples

• •Headline: Stop Guessing. Start Knowing. Body: The Karoo 3 doesn't just show you the map; it reveals your path to peak performance. With its stunningly clear display and intuitive navigation, every ride is an opportunity to push further. Experience the difference. #RideSmarter
• •Headline: Your Ride, Elevated. Body: Don't let clunky tech hold you back. The Hammerhead Karoo delivers seamless integration, real-time data that matters, and relentless software innovation. See more, do more, conquer more. #UnleashYourPotential
• •Headline: The Road Ahead, Radically Clear. Body: Forget squinting at outdated screens. Karoo’s vibrant, responsive touchscreen and best-in-class mapping mean you’re always in control, no matter the conditions. Navigate with absolute confidence. #ClarityInMotion
• •Headline: Engineered for Ambition. Body: We obsess over the details so you can focus on the ride. From its robust build to bi-weekly feature enhancements, the Karoo is built for cyclists who demand the best and strive for constant improvement. Your goals are waiting. #HammerheadPerformance
• •Headline: Beyond Navigation. It's Your Command Center. Body: The Hammerhead Karoo isn't just a GPS. It’s the heart of your ride, displaying critical data with unparalleled clarity, guiding you flawlessly, and evolving with every update. Take command of every kilometer. #FutureOfCycling