Brand Tone

Youthful & Trendy, Energetic & Dynamic, Aspirational & Exclusive, Direct & Promotional, Informal & Engaging

Brand Values

• •Leadership & Authority (King of Trainers)
• •Trend-Focused & Innovative
• •Customer Experience (Stated Aim)
• •Authenticity
• •Connection to Youth Culture
• •Global Standard & Local Inspiration
• •Competitive & Entrepreneurial

Best Practices

• •Stay Current with Youth Language (Authentically): Incorporate relevant slang and cultural references that resonate with the target Gen Z audience in Thailand, but ensure it feels natural and not forced. Primarily use Thai for deeper connection, with strategic English for brand names and widely understood hype terms.
• •Emphasize Exclusivity and "Hype": Continuously highlight "Only at JD," "Exclusive Drops," and "Limited Edition" to reinforce the brand's positioning as a leader in sought-after items. Use an urgent but exciting tone for these announcements.
• •Visually-Led Storytelling Support: Ensure copy complements the strong visual identity. Short, punchy, and energetic phrases often work best alongside dynamic imagery and videos typical of sneaker and streetwear culture.
• •Maintain an Energetic and Confident Voice: Copy should exude energy, confidence, and a passion for sports fashion. Use active voice and strong verbs. Avoid passive or overly formal language.
• •Be Aspirational yet Accessible: While showcasing top-tier, exclusive products, also ensure the tone remains somewhat accessible, inviting everyone to participate in the culture. Balance the "King of Trainers" authority with an inclusive feel that welcomes all into the JD community. Address customer service concerns proactively in relevant communications to build trust.

Social Perception

Go-To Destination for Latest Trends, Strong Brand Salience, Premium Experience (Mixed), Concerns about Online Orders, Associated with Exclusivity

Copy Examples

• •Headline: UNDISPUTED. YOUR STYLE. YOUR RULES. 👑 Body: Cop the freshest drops from Nike, adidas, and global exclusives. Only at JD – The King of Trainers. #JDSportsTH #KingOfTrainers
• •Headline: LEVEL UP YOUR LOOK. 🔥 Body: New season heat has landed. From street icons to track essentials, define your vibe. Shop the latest now in-store & online. #JDStyle #FreshThreads
• •Headline: EXCLUSIVE ALERT! 🤫 THE [Specific Shoe Model] JUST DROPPED. Body: You saw it here first. Secure the most wanted kicks before they're gone. Limited stock. Run, don't walk. #JDExclusive #SneakerheadTH
• •Headline: OWN THE STREETS. ⚡ Body: From concrete jungles to campus hangouts, make your statement. The freshest apparel and trainers are calling your name. What are you waiting for? #StreetStyleTH #JDLifestyle
• •Headline: WEEKEND VIBES LOADING...🔋 Body: Get weekend-ready with the latest gear from your favorite brands. Comfort, style, and pure attitude. Shop the collection at JD Sports Thailand. #WeekendReady #JDSportsFashion