Brand Tone

Aspirational and Empowering

Brand Values

• •Excellence and Performance
• •Individuality and Empowerment
• •Leadership and Character
• •Innovation

Best Practices

• •Lead with Verbs: Start copy with strong, empowering verbs like 'Define,' 'Challenge,' 'Create,' 'Unleash,' and 'Dominate' to maintain an active and aspirational tone.
• •Emphasize 'You': Center the customer in the narrative. Use 'You' and 'Your' frequently to make the message personal and empowering, reinforcing the idea that the brand is a tool for their success (e.g., 'You make the rules').
• •Connect Product to Identity: Don't just list features like 'Grade 1 English Willow.' Translate them into benefits that align with the brand's values. For example, 'Grade 1 English Willow for the uncompromising performance your identity demands.'
• •Maintain a Professional and Minimalist Aesthetic: Ensure all visuals (photos, videos, graphics) are high-quality, clean, and focused. The brand's image is premium and professional, and the visual content must always reflect this.
• •Leverage Ambassador Stories: Go beyond just showing athletes using the gear. Tell stories of their leadership, character, and how they define their 'X' on and off the field, reinforcing the brand's core values.

Social Perception

Premium, Professional, and Player-Focused. Perceived as a serious, high-quality cricket brand, validated by professional players and teams. Products are seen as premium, catering to serious cricketers invested in their performance.

Copy Examples

• •Your bat, your stance, your game. The 'X' is your variable. Define it with every shot. #IXUSport #MakeTheRules
• •UNLOCK YOUR ENIGMA. Crafted for leaders. Engineered for victory. The bat of champions is in your hands.
• •Don't just play the game. Change it. Our Axon range delivers lightweight power for the player who pushes every boundary. Shop the collection and create your legacy.
• •This is More Than a Kit. It's Your Identity.
• •(V.O.) They give you three letters: I, X, U. They tell you 'X' is a variable. But what they're really giving you is a challenge. A dare. To step up, define your mentality, and become the player you were meant to be.