Brand Tone

authentic, passionate, and connected to the modern Western lifestyle

Brand Values

• •Authenticity
• •Passion
• •Community
• •Quality and Durability
• •Individuality and Modern Style

Best Practices

• •Embrace Authenticity: Always speak from a place of genuine understanding and passion for the Western lifestyle and rodeo culture. Avoid overly corporate or generic language.
• •Use Relatable Language: Employ terms and phrases that resonate with the target audience (e.g., rodeo terminology, an adventurous spirit), while still being inclusive to a broader audience interested in the style.
• •Highlight Community: Feature stories of sponsored athletes, customer experiences, and the sense of belonging that comes with the Hooey brand.
• •Showcase Passion & Energy: Infuse copy with enthusiasm for the activities and values the brand represents – adventure, grit, and a love for the Western way of life.
• •Balance Tradition and Modernity: Acknowledge the heritage of the Western lifestyle while emphasizing the brand's fresh, contemporary designs and forward-thinking approach.

Social Perception

authentic and stylish representation of the modern Western lifestyle

Copy Examples

• •Hooey: Tied to Tradition. Designed for Now. Live your authentic.
• •More than a brand, it's a lifestyle. Feel the passion. #GetYourHooey
• •From the arena to the street, wear your story. Hooey - Built for the ride.
• •Join the Hooey family. Where Western roots meet modern grit.
• •Unleash your inner cowboy. Hooey: Gear up for adventure.