Brand Tone

Aspirational & Sophisticated, Modern & Progressive, Confident & Bold, Performance-Oriented & Functional, Energetic & Dynamic, Inclusive

Brand Values

• •Bridging Fashion and Sport
• •Innovation
• •Quality & Craftsmanship
• •Style & Aesthetics
• •Performance
• •Boldness & Individuality
• •Progressive
• •Energetic
• •Inclusive
• •Conscious/Aware (for consumers)
• •Sustainability (emerging value)

Best Practices

• •Emphasize "The Bridge": Consistently weave the core concept of bridging fashion and sport into your messaging. Use aspirational language that speaks to a lifestyle, not just a product.
• •Highlight Innovation & Performance: Go beyond just style; explain the technical features and innovative materials that provide tangible benefits for an active lifestyle, using confident and knowledgeable language.
• •Maintain a Modern, Sophisticated Voice: Keep language clean, contemporary, and slightly edgy. Avoid overly casual slang but embrace a tone that feels progressive and forward-thinking.
• •Show, Don't Just Tell Boldness: Use strong verbs and evocative descriptions that convey energy and a daring spirit. Let the achievements of your ambassadors and the striking nature of your designs speak to this boldness.
• •Incorporate Inclusivity Subtly: While a stated value, ensure the overarching tone remains aspirational and premium. Inclusivity can be shown through diverse representation in visuals and by fostering a sense of community (e.g., "The Clubhouse") rather than explicit, overt statements in every piece of copy.

Social Perception

Premium & High-Quality, Stylish & Fashion-Forward, Expensive, Good Investment (for many), Innovative, Strong in Golf and Ski Wear, Brand for the "Aware Consumer", Sustainability Perception is Mixed/Developing

Copy Examples

• •Headline: J.LINDEBERG: Where the Fairway Meets the Runway. Body: Don't choose between performance and style. Our new collection fuses cutting-edge fabric technology with avant-garde design, so you can conquer the course and command the city streets with effortless sophistication. #BridgeTheWorlds
• •Headline: Engineered for Ambition. Designed for Life. Body: From a sub-zero ski slope to a sun-drenched tennis court, or your urban commute, J.LINDEBERG empowers your active life. Experience apparel that’s as dynamic, bold, and progressive as you are. #JLActiveLifestyle
• •Headline: The Art of Performance. The Science of Style. Body: We meticulously craft each piece to enhance your every move. J.LINDEBERG integrates innovative sportswear functionality with the sharp silhouettes of high fashion. Feel the difference. See the impact. #PerformanceMeetsFashion
• •Headline: Challenge Convention. Define Your Own. Body: J.LINDEBERG was born from a desire to break the mold. Our latest arrivals continue that legacy, offering bold designs for those who live life on their own terms, on and off the field. #BeTheBridge
• •Headline: Scandinavian Cool. Global Performance. Body: Discover the J.LINDEBERG ethos: clean lines, premium materials, and a relentless pursuit of innovation. For the modern individual who demands both aesthetic excellence and functional superiority in every aspect of life. #JLINDEBERG