Brand Tone

Performance-Oriented, Supportive & Proud, Accessible & Value-Driven, Heritage-Conscious, Direct & Informative, Enthusiastic

Brand Values

• •Quality & Durability
• •Performance
• •Heritage & Experience
• •Accessibility/Value
• •Innovation
• •Team & Community Support

Best Practices

• •Emphasize Performance & Functionality: Always lead with how the product benefits the athlete. Use active verbs and specific details about materials and design features that enhance performance (e.g., "superior traction," "moisture-wicking fabric," "reinforced stitching for durability").
• •Incorporate Heritage Subtly: While proud of its long history, avoid making every message a history lesson. Instead, use phrases like "Building on decades of expertise..." or "A legacy of sporting excellence..." to add credibility without overshadowing the product's current benefits.
• •Maintain a Supportive and Enthusiastic Voice: Especially on social media and when discussing partnerships. Use positive language, celebrate achievements (both of sponsored teams/athletes and customers), and foster a sense of community.
• •Be Direct and Clear, Especially with Product Information: Avoid overly flowery or ambiguous language when describing products. Clearly state what the product is, what it’s for, and its key features. Ensure technical terms are explained or are common enough for the target audience to understand.
• •Highlight Value and Accessibility (Without Sounding Cheap): Focus on "professional-grade quality at an accessible price point" or "durable gear that offers great value." This appeals to a broad range of athletes, from amateur to semi-pro, who seek quality without the premium price tag of some other brands.

Social Perception

Reliable and Good Value, Strong in Futsal, Associated with Professional Teams, Traditional/Established

Copy Examples

• •Headline: Unleash Your Agility. Dominate the Court. Body: Engineered for the dynamic futsal player, Kelme futsal shoes deliver the grip, flexibility, and responsive feel you need to own every moment. Decades of innovation, built into every pair. Call to Action: Shop Futsal Gear Now.
• •Headline: Gear Up Your Champions. Quality Teamwear That Lasts. Body: From grassroots heroes to A-League stars, Kelme provides durable, professional-grade teamwear that performs week after week. Customise your kit and wear your ambition with pride. Call to Action: Explore Teamwear Solutions.
• •Headline: Heritage Meets Performance. The Kelme Legacy. Body: With over 60 years of sporting passion, Kelme brings a legacy of quality and innovation to every product. Experience the difference that true sporting heritage makes. Call to Action: Discover Our Story. Shop Collections.
• •Headline: Macarthur FC Trusts Kelme. So Can You. Body: As the official apparel partner of Macarthur FC, we're proud to support the Bulls with gear that meets the demands of elite A-League action. Get your official fanwear and join the herd! Call to Action: Shop Macarthur FC Range.
• •Headline: Performance Shouldn't Break the Bank. Body: Kelme is committed to providing high-quality, reliable sportswear and footwear that supports your passion without emptying your wallet. Play harder, smarter, and for longer. Call to Action: View Our Latest Arrivals.