Brand Tone

Aspirational, passionate, and connected; confident, premium, and exclusive; conversational and engaging.

Brand Values

• •Creativity and Personalization
• •Passion and Authenticity
• •Excellence and Premium Quality
• •Making Dreams Reality

Best Practices

• •Lead with the Story: Always tie the copy back to the brand's core narrative —passion, ambition, and the journey from a hobby to a big-league service. This emotional connection is a powerful differentiator.
• •Use Aspirational and Exclusive Language: Employ words like "bespoke," "masterpiece," "1-of-1," "elite," and "commission" to reinforce the premium, luxury nature of the service.
• •Leverage Social Proof: Regularly mention the high-profile athletes and teams you work with. This builds credibility and reinforces the brand's status as a leader in its niche.
• •Focus on "The Why," Not Just "The What": Instead of just saying "we paint shoes," frame it as "we tell your story," "we celebrate your passion," or "we create wearable art." Focus on the meaning and motivation behind the custom design.
• •Maintain a Confident but Humble Tone: While showcasing elite clientele, retain the accessible and passionate voice of the founder's origin story. It's a balance of "we're the best at what we do" and "we're here because we love the game." This makes the brand both aspirational and relatable.

Social Perception

Lucia Footwear Co. is perceived as a high-end, exclusive, and highly skilled artisan brand within the niche of custom athletic footwear. It is seen as an authority and a go-to for professional athletes, particularly in baseball, seeking unique and meaningful designs for their gear. The public perception, largely shaped by sports fans and sneaker enthusiasts, is one of admiration for the artistry and the "cool factor" associated with wearing custom cleats seen on famous players. The brand is viewed as a successful and inspiring example of entrepreneurship in a niche market.

Copy Examples

• •From a sketch on a napkin to the feet of legends. Your passion, your story, hand-painted on your canvas. This is more than a shoe. It's your statement. #LuciaFootwearCo #CustomCleats #WearYourStory
• •The same artist trusted by Aaron Judge and Pete Alonso is ready for your project. Don't just play the game, make your mark in it. Step up your cleat game with a 1-of-1 design from Lucia Footwear Co. [Link to Portfolio]
• •ARTISTRY IN MOTION. We are the artists behind the athletes. Lucia Footwear Co. transforms elite footwear into bespoke masterpieces. Commission your story.
• •Inside the Studio: The Making of a Masterpiece. Ever wonder what it takes to create custom cleats for a World Series champion? This week, we're giving you a behind-the-scenes look at our latest project. See the process and get inspired for your own.
• •Haters said he'd be a bust. So he put their @'s on his cleats and is about to play in the Majors. Turning noise into motivation, one pair at a time. 🤯 #customcleats #MLB #hatersgonnahate #artist #baseball