Brand Tone

Passionate, authentic, action-oriented, direct, energetic, and community-insider, often incorporating technical information with a helpful, expert feel.

Brand Values

• •Authenticity
• •Community
• •Resilience & Passion
• •Quality & Performance

Best Practices

• •Always Speak from the "By Skaters, For Skaters" Perspective: Every piece of copy should reinforce that the brand is an authentic part of the skating community. Use language and references that resonate with experienced skaters.
• •Lead with Action and Energy: Use strong verbs and dynamic language. The copy should reflect the high-energy nature of the sport. Focus on performance, movement, and the feeling of skating.
• •Balance Technical Specs with Passionate Storytelling: While skaters need technical details about materials and design, always tie these features back to the passion for the sport and the on-skate experience.
• •Foster Community in Your Copy: Use inclusive language ("we," "our community"). Actively encourage user-generated content, ask questions, and prompt engagement to build a loyal following.
• •Maintain Authenticity Across All Channels: The voice on social media should match the voice on the website and in emails. Avoid overly corporate or generic marketing-speak, as it will clash with the brand's core identity of being skater-owned and operated.

Social Perception

Within the aggressive inline skating community, LAVASKATES is perceived as a new, skater-owned brand offering Chinese-designed/built products. There is curiosity about their offerings, often seen as an affordable entry point. Social media engagement is positive, but a low trust score from one analysis site presents a potential hurdle, contrasting with the brand's authentic image.

Copy Examples

• •Sparks will fly. Our 755 Aggressive Skates are built to take a beating and keep you locked in. Tag a skater who needs to see this. #LAVASKATES #AggressiveInline #SkateLife
• •Engineered for Control. Perfected on the Pavement. Our new CNC-machined frames offer the ultimate in response and durability. Because we know every single detail matters. #BuiltBySkaters
• •From city streets to the skatepark, find your flow. LAVASKATES offers the speed, agility, and support you need to push your limits. Shop our new Freestyle collection now. #FreestyleSkating #UrbanSkating
• •It started with a passion for skating that never died. Now, we're building the gear we always dreamed of. Thanks for being part of our journey. Check out our latest product drop, inspired by a decade of dedication to the sport. #BySkatersForSkaters
• •Confidence to Commit. Our Pro-Series Knee Gaskets are designed for maximum impact protection without sacrificing mobility. Because the only thing you should be thinking about is landing your next trick. #SkateSafe #LAVAPROTECTION