Brand Tone

passionate, authentic, and relatable

Brand Values

• •Fan-centricity
• •Community
• •Authenticity
• •Hope and Perseverance

Best Practices

• •Stay Authentic: Always communicate as a fan first, and a brand second. Use "we" and "us" to foster a sense of shared community. Your personal story is a powerful asset—continue to share it.
• •Engage Directly with the Community: Continue the on-the-ground social media strategy. Respond to comments, feature user-generated content, and make your followers feel seen and heard. This reinforces the brand's community value.
• •Use Fan Language: Incorporate popular chants, inside jokes, and common sentiments of the fanbase into your copy. This shows you're a genuine member of the culture you're selling to.
• •Keep it Simple and Bold: Your product designs are direct and text-based. Your copy should match. Use short, impactful sentences and clear calls-to-action that convey passion and urgency.
• •Focus on the "Why": Every piece of content should tie back to the core concept of "In My Lifetime"—the shared hope and perseverance of being a lifelong fan. This emotional anchor is your strongest differentiator.

Social Perception

The public perceives "In My Lifetime" as a genuine and spirited small business that is deeply connected to its roots in New York sports culture. On platforms like TikTok, the brand receives positive engagement, with followers expressing appreciation for the designs and the owner's hustle. The association with major brands like Fanatics at events lends it credibility and a wider reach. The brand is seen as an authentic voice for the everyday fan, successfully capturing and monetizing the emotional rollercoaster of being a dedicated supporter.

Copy Examples

• •That feeling in the Garden when the energy is electric and you're surrounded by thousands who believe just as much as you do. This is what it's all about. We're all waiting for that one moment, in our lifetime. Wear the hope. #InMyLifetime #Knicks #NYKnicks #MadeForNewYork
• •You've been there through it all. The ups, the downs, and everything in between. You've earned your stripes. Our gear is for you—the realest fans in the league. Join the movement and show them what a lifetime of loyalty looks like. Shop now at lifetimetees.com. #Jets #NYJets #GangGreen #FanGear
• •It’s more than just a hoodie. It’s a statement. Crafted for those chilly game nights and for every day you keep the faith. This isn't just merchandise; it's a piece of the promise we're all holding onto. Soft, durable, and designed for the fan who knows that our time is coming. In my lifetime.
• •The wait is over. Gear up and get loud. New drops inside...
• •Ran into some of the best fans out there today! The energy is building. You can feel it. We all want the same thing! 🗣️ Get your shirt at the link in bio! #InMyLifetime #FanFest #NYsports #SmallBusiness