Brand Tone

Aspirational and Dedicated

Brand Values

• •Performance
• •Community
• •Design
• •Passion

Best Practices

• •Always connect the product back to the feeling and experience of cycling. Frame your copy around the "why" of riding, not just the "what" of the garment.
• •Keep the tone sophisticated and clean. Use strong, evocative verbs and concise sentences. Avoid slang, hype, and overly casual language to maintain the premium feel.
• •Ensure that the clean, professional, and inspiring imagery is always paired with copy that reflects the same aspirational and dedicated tone.
• •Write from the perspective of a dedicated cyclist. Show an understanding of the culture, challenges, and rewards of the sport to build authenticity and trust.
• •Regularly feature and tag sponsored riders, clubs, and events. This validates the brand's commitment and grounds it within the real-world cycling scene.

Social Perception

Premium and Authentic

Copy Examples

• •Engineered for the breakaway. Our new GT2 Jersey combines ultralight, breathable fabrics with a compressive fit, so you can focus on the effort, not your kit. The road is yours. Don't stop.
• •It's more than a route. It's the rhythm of the pedals, the shared silence on a climb, and the view that makes it all worthwhile. Where will the ride take you this weekend? #MayeurCycling
• •Countless hours in the saddle taught us what matters. Our Men's GT2 Bibshorts are the result—a seamless interface between rider and machine, built for all-day comfort. Because the only thing you should notice is the ride.
• •MAYEUR was born on the road. From the alpine passes of Europe to the coastal routes of Australia, we found that cycling connects us—to places, to people, to ourselves. We create apparel that honors that connection.
• •Proud to support the WA Cyclocross series this season. The mud, the grit, the community—this is what it's all about. Good luck to every rider on the start line.