Brand Tone

Vibrant, Nostalgic, Encouraging, Youthful, Casual, Positive, Inclusive

Brand Values

• •Inclusivity and Diversity
• •Fun and Self-Expression
• •Community
• •Nostalgia and Aesthetics
• •Accessibility for Beginners
• •Conscious Production

Best Practices

• •Lead with Fun, Not Specs: Prioritize the feeling and experience (joy, freedom, community) over technical specifications, using emotive and vibrant words.
• •Champion the 'Squad': Consistently integrate the '#impalaskatesquad' hashtag and community-focused language, encouraging interaction with inclusive terms.
• •Use Nostalgic and Aspirational Language: Lean into the retro aesthetic with adjectives evoking dreamy, sun-drenched nostalgia, selling a lifestyle.
• •Maintain an Inclusive and Encouraging Voice: Ensure language is consistently inclusive and gender-neutral, supporting beginners with a judgment-free tone.
• •Be Positively Transparent about Product Use: Frame skates as perfect for recreational fun and as a first step into skating, avoiding claims about high-impact or aggressive use to manage expectations.

Social Perception

The brand has a dual perception. Positively, it's seen as trendy, aspirational, and accessible by beginners, casual skaters, and the fashion-conscious youth, especially through TikTok and Instagram, fostering a strong community. Critically, experienced skaters often perceive it as prioritizing aesthetics over quality and durability, with complaints about product longevity and suitability for aggressive use, suggesting it's more 'fast fashion' than functional for serious skating.

Copy Examples

• •✨ Meet Periwinkle ✨ Your dream skate just rolled in. Soft, dreamy, and ready for sunny-day glides and sunset cruises. Tag a bestie you'd skate with in this color! #impalaskatesquad #rollerskating #newarrivals
• •Ready to roll? You've got this. Impala is all about good times, not perfect lines. Join a community of thousands finding their fun on eight wheels. Your adventure starts here. Welcome to the #impalaskatesquad. Shop now for free shipping!
• •Roll into Summer! ☀️ Up to 30% off select styles. Grab your dream skates and make this season one to remember. Fun is on sale!
• •The #impalaskatesquad understood the assignment 🤩🛼 We love seeing you express yourselves! Keep tagging us in your videos for a chance to be featured. Who are you skating with this weekend?
• •⋆ IMPALA x BURGER BABIE ⋆ These are more than skates; they're wearable art. Designed by the one-and-only @burger_babie, this limited-edition print is all about celebrating your weird and wonderful self. Roll loud, roll proud.