Brand Tone

Classic & Authentic, Stylish & Understated, Quality-Oriented, Cultured & In-the-Know, Respectful and Detail-Oriented

Brand Values

• •Heritage & Legacy
• •Authenticity
• •Quality & Craftsmanship
• •Timeless Style
• •Understated Confidence

Best Practices

• •Embrace Heritage Authentically: Consistently weave the brand's rich history and American roots into storytelling, but frame it with a modern Japanese sensibility. Avoid sounding like a history lesson; instead, show how heritage informs present-day quality and style.
• •Maintain an Understated Visual and Verbal Language: Let the product’s quality and classic design speak for themselves. Use clean visuals and concise, confident copy. In the Japanese context, this often translates to a refined and respectful approach.
• •Highlight Quality and Craftsmanship Details: Focus on the specifics – materials, construction techniques, and the "Made in Japan" aspect if applicable to certain collaborations or special editions. This appeals to a discerning audience that values these elements.
• •Speak to the Discerning Customer: Acknowledge the intelligence and style-consciousness of the target audience. Use language that is sophisticated yet accessible, making them feel part of an exclusive community that appreciates true classics.
• •Ensure Consistency Across All Japanese Channels: Whether it's the website, Instagram, YouTube, or in-store communication, the tone, values, and visual identity must be harmonized. This includes translating the core global brand identity in a way that resonates specifically and authentically with the Japanese market.

Social Perception

Respected Classic, Niche Appeal in Japan, Stylish & Reliable, Associated with Quality (especially in Japan), Nostalgic Value

Copy Examples

• •Headline: The Original. Remastered for Today. Body: Since 1949, PRO-Keds has defined street-born authenticity. Our latest collection honors that heritage with premium materials and the timeless style you expect. Discover [New Model/Collection Name] – classic, confident, and crafted for now.
• •Headline: Quiet Confidence. Enduring Style. Body: PRO-Keds Japan. We don't chase trends; we set a standard. Experience the refined simplicity and quality craftsmanship of the [Specific Shoe Model], a testament to enduring design.
• •Headline: From the Courts to the Streets of Tokyo. Body: A legacy of champions, reimagined. PRO-Keds continues its journey, blending iconic American style with Japanese attention to detail. Step into a piece of history.
• •Headline: Crafted for Keepers. Body: More than just a sneaker. It’s a PRO-Keds. Our commitment to quality means every pair is built with precision and designed to last. Explore the new [Material/Feature] in the [Collection Name].
• •Headline: Beyond the Hype: The Authenticity of PRO-Keds. Body: In a world of fleeting fads, choose the icon. PRO-Keds Japan offers a curated selection of footwear that speaks to individuality and a respect for true style. Wear your story.