Brand Tone

Passionate & Enthusiastic, Authentic & Relatable, Community-Focused, Youthful & Energetic, Aspirational & Stylish

Brand Values

• •Passion for Motocross
• •Family & Connection
• •Community
• •Authenticity
• •Style & Performance
• •Empowerment

Best Practices

• •Embrace the "Mcrey Sisters" Voice: Ensure the passion, authenticity, and youthful energy of the Mcrey Sisters are channeled in all communications. Use their stories and direct involvement where appropriate.
• •Speak the Language of Motocross: Use terminology, slang (appropriately), and references that resonate with the motocross community. Show you understand their world.
• •Prioritize Visual Storytelling: Continue to use high-quality, dynamic photos and videos. Let the visuals convey the energy and style, with copy that complements and enhances them.
• •Foster Community Interaction: Actively engage with comments, run contests, feature user-generated content, and maintain the rider support program. Make the audience feel like part of the MCREY family.
• •Balance Aspiration with Relatability: Showcase professional riders and high-performance aspects, but always maintain the approachable, "one of us" feel that the Mcrey Sisters bring to the brand.

Social Perception

MCREY MOTOCROSS CO. is generally perceived as a fresh, stylish, and authentic brand within the motocross community. The "Mcrey Sisters" are a significant positive differentiator, making the brand relatable and memorable. Customers often express admiration for them and their involvement. The products are seen as fashionable and of decent quality for their market segment. There's a strong sense of community around the brand, with followers actively engaging with social media content. The brand is viewed as being "by riders, for riders," which resonates well with the target audience.

Copy Examples

• •RIDE WITH HEART. LOOK THE PART. The all-new [Collection Name] by MCREY is here. Inspired by the track, designed by the Mcrey Sisters. Shop now! #McreyMX #MotocrossStyle
• •Tag a mate who needs this MCREY kit! 👇 We're all about family, two wheels, and good times. Join the MCREY squad. #McreySisters #MXFamily #RideTogether
• •More than just gear, MCREY is a passion project fueled by the Mcrey Sisters and our love for motocross. We pour our hearts into every design, so you can hit the track with confidence and style.
• •Unleash Your Potential! 🔥 Get 15% off MCREY performance jerseys this week only. Engineered for riders, by riders. Feel the difference.
• •Dirt, dedication, and damn good gear. That's the MCREY way. What are you riding this weekend? Show us your #McreyLife!