Brand Tone

Serious and Protective, Confident and Authoritative, Performance-Oriented, Innovative, Engaging to a Passionate Community

Brand Values

• •Safety/Protection
• •Science and Innovation
• •Quality and Performance
• •Trust and Reliability
• •Passion for Riding Communities
• •Sustainability (Emerging)

Best Practices

• •Prioritize \"Safety Through Science\": Always lead with the brand's core commitment to protection, emphasizing the research, innovation, and testing behind the products. Use terms like \"scientifically engineered,\" \"lab-tested,\" \"medically-driven innovation.\"
• •Speak with Confident Authority, Not Arrogance: Showcase Leatt's expertise and leadership in protection technology with conviction. Back up claims with facts about technology (e.g., 360° Turbine Technology, effectiveness statistics where appropriate and verifiable). Avoid overly boastful language; let the product's proven performance speak.
• •Balance Protection with Performance and Thrill: While safety is key, connect it to the rider's passion. Use active, empowering language that shows how Leatt gear enables riders to confidently pursue the \"thrill\" of their sport. The \"Science of Thrill\" tagline is a perfect guide.
• •Maintain a Tone of Advanced Innovation: Consistently highlight Leatt's forward-thinking approach. Mention specific technologies, advanced materials, and the ongoing evolution of their product lines.
• •Be Authentic and Relatable to the Rider Community: While the tone is often serious and technical regarding safety, ensure the overall messaging resonates with the dedication and passion of MTB and extreme sports enthusiasts. Use imagery and athlete stories (where applicable) that reflect the community's spirit. Ensure information about Canadian availability and relevance is clear for Leatt CA.

Social Perception

Highly Regarded for Protection, Trusted Quality, Innovative Leader, Customer Service Concerns (Isolated), Growing Apparel Appeal

Copy Examples

• •Headline: Leatt CA: Engineered for the Unforgiving. Ridden with Confidence. Body: The Canadian trails demand respect. Leatt delivers scientifically backed protection, born from a mission to safeguard riders. Our 360° Turbine Technology doesn't just meet standards; it redefines them. Gear up with Leatt CA – ride harder, ride safer.
• •Headline: The Science of Thrill. The Heart of Your Ride. That's Leatt CA. Body: Every Leatt product, from our iconic neck braces to our advanced All-MTN helmets, is a testament to relentless innovation. We research, we test, we refine. So you can chase that thrill, knowing Leatt Lab precision is with you on every descent.
• •Headline: Don't Just Ride the Trail. Command It. Leatt CA Protection. Body: Uncompromised safety meets peak performance. Leatt's range of MTB gear is designed for Canadian riders who push boundaries. Experience the freedom of movement, the assurance of award-winning design, and the confidence to conquer any terrain.
• •Headline: Leatt CA: Beyond the Standard. Because Your Safety Isn't Standard Issue. Body: Founded on a commitment to preventing injury, Leatt integrates cutting-edge materials and biomechanical research into every stitch and shell. From our HydraDri waterproof gear to our impact-tested armor, we provide the protection you need to focus on the ride ahead.
• •Headline: From the Leatt Lab to the Canadian Rockies. Protection You Can Trust. Body: Years of research. Countless hours of testing. A legacy built on safeguarding athletes. Leatt CA brings world-renowned protective gear to your doorstep. Explore our latest MTB collection and feel the difference science-driven protection makes.