Brand Tone

Passionate, Authentic, Community-Focused, Supportive, Performance-Oriented, Expert, Approachable, Customer-Centric, Proud, and Resilient.

Brand Values

• •Quality & Durability
• •Performance
• •Community
• •Athlete-Centricity
• •Integrity & Service
• •Sustainability
• •Customization & Innovation
• •Inclusivity & Equality

Best Practices

• •Speak from Experience: Ground your language in the authentic experiences of athletes. Use terminology and address challenges and triumphs that resonate with the rowing community.
• •Emphasize "We" and "Us": Foster a sense of community by using inclusive language that positions JL as part of the team, not just a supplier.
• •Highlight Quality & Performance Benefits: Don't just describe features; explain how they translate to better performance, comfort, and durability for the athlete.
• •Show, Don't Just Tell, Your Values: Instead of just stating you value community, share stories of community involvement, athlete spotlights, and inclusive initiatives.
• •Maintain a Tone of Passionate Expertise: Communicate with confidence about your products and the sport, showcasing your deep understanding and long-standing commitment. Be approachable but also an authority.

Social Perception

Established, Respected, Go-To for Custom Team Wear, Supportive of the Sport, High-Quality, Community Builder, and Reliable.

Copy Examples

• •Headline: Engineered for Your Best. Worn by the Best. Body: For over 40 years, JL Racing has been on the water with you, crafting technical apparel that moves, breathes, and endures. From your first stroke to the finish line, feel the difference quality makes. Join the legacy. #JLRacing #RowingPerfection
• •Headline: More Than Gear. It's Your Second Skin. Body: We know what it takes. The grit, the dedication, the countless hours. That’s why every JL unisuit is designed by athletes, for athletes – a perfect fit for your ambition. Customize yours today and own your power. #JLRowing #AthleteBuilt
• •Headline: Our Community. Your Strength. Body: From local clubs to the world stage, JL Racing is proud to support the vibrant spirit of rowing. We celebrate every athlete, every team, every triumph. Together, we make the boat go faster. #TeamJL #RowingFamily #EqualityInSport
• •Headline: The Finish Line is Just the Beginning. Body: Durable. Comfortable. Designed to win. JL Racing apparel isn't just for race day; it's for every day you strive to be better. Experience gear that lasts as long as your passion. #TrainHardRaceWell #JLDurability
• •Headline: Your Colors. Your Craft. Our Commitment. Body: Bring your team's vision to life with JL Racing custom designs. Unmatched quality, dedicated service, and a passion for helping you look and perform your best. Let's build your legacy, together. #CustomRowing #JLQuality