Brand Tone

Aspirational, encouraging, and community-focused. Premium yet accessible, energetic and celebratory, highlighting achievement and the dynamic nature of sports.

Brand Values

• •Accessibility
• •Quality & Performance
• •Community
• •British Heritage

Best Practices

• •Always Speak to the "Everyday Athlete": Frame all communication around the idea of supporting personal goals, whether it's a weekend ride or a competitive match. Use inclusive and encouraging language.
• •Balance Quality with Accessibility: In product descriptions and ads, always connect premium features (e.g., "high-density chamois") back to the core value of accessibility (e.g., "so you can ride further, affordably").
• •Show, Don't Just Tell, Community: Use user-generated content, feature local players and clubs, and use a "we" and "us" tone to foster a sense of belonging. Celebrate the sport itself, not just the product.
• •Use an Energetic and Positive Voice: Employ active verbs and a confident, upbeat tone. The copy should feel as dynamic as the sports Keada represents.
• •Maintain a Clean and Professional Aesthetic: While the tone is accessible, the visual presentation and grammar should always be clean, professional, and error-free to uphold the "premium quality" aspect of the brand identity.

Social Perception

Largely positive, with customers valuing the brand for delivering on its promise of quality at an affordable price. Perceived as a trusted retail partner due to presence on major platforms and strongly associated with the Padel and cycling communities.

Copy Examples

• •Unleash Your Potential. The new Aero-Strike racket is here. Engineered for power, designed for control. We believe every player deserves gear that elevates their game. That’s why we combined pro-level tech with an accessible price. Ready to own the court? #KeadaSports #Padel #EverydayAthlete
• •Your Ride, Redefined. Premium cycling gear is now within reach. Don't choose between quality and price. Our Essential Jersey is crafted with breathable, high-performance fabric for maximum comfort on any ride. From city commutes to mountain climbs, we're with you. Shop now for 15% off your first order! #KeadaCycling #RideYourWay
• •Men's Essential Bib Shorts - All-Day Comfort Built for the long haul. The Essential Bib Shorts are your trusted partner for every mile. Constructed from a high-compression, quick-dry fabric and featuring a high-density chamois, they provide maximum comfort and support. Because the best rides are the ones where you forget about your gear and just enjoy the journey. #Keada #CyclingApparel
• •The weekend is for the court. Play with passion. Gear up with Keada. It’s more than a game, it’s a community. Tag your Padel partner! 🔥 #PadelAddict #KeadaSports #SportsForAll
• •Inspired by You, For You. We see the dedication. The early mornings, the late nights. We created Keada for the Everyday Athlete—for you. Discover the gear designed to support your journey.