Brand Tone

Empowering, Confident, Inclusive, Welcoming, Disruptive, Innovative, Stylish, Contemporary, Authentic, Passionate, Responsible, Ethical, Approachable, Community-Oriented

Brand Values

• •Inclusivity
• •Comfort & Fit
• •Quality & Performance
• •Style & Innovation
• •Made in the USA & Ethical Production
• •Sustainability
• •Community & Empowerment
• •Joy of Cycling

Best Practices

• •Channel "Moxie": Consistently infuse copy with empowering, confident, and spirited language. Be bold and let the brand's determined personality shine.
• •Lead with Inclusivity: Ensure all messaging reflects the brand's welcoming stance. Address a diverse range of cyclists, body types, experience levels, and genders. Actively promote the "all are welcome" philosophy.
• •Communicate the "Why": Articulate the deeper purpose beyond just selling apparel. Connect with the mission of spreading the joy of cycling, disrupting outdated industry norms, and committing to ethical, US-based production and sustainability.
• •Maintain Authenticity and Passion: Let the genuine love for cycling and the cyclist's experience be evident. Use language that is relatable, inspiring, and speaks to the real-world needs and aspirations of riders.
• •Integrate Core Pillars: Consistently weave together the brand's key differentiators: Moxie gear is distinctively stylish, delivers high performance, is ethically and sustainably produced in the USA, and is designed for unparalleled comfort and fit. Ensure these pillars are communicated as interconnected strengths.

Social Perception

Generally viewed as a refreshing and vital addition to the cycling apparel market, particularly recognized for its initial focus on women's needs and its current, broader inclusive approach. Customers and reviewers consistently praise the brand for its successful fusion of style, comfort, and performance, often emphasizing the excellent fit for a variety of body types. The brand is recognized as an innovator in the field, with products like their G-Form integrated pants receiving positive attention. Its commitment to "Made in the USA" manufacturing, ethical practices, and sustainability initiatives is frequently noted and appreciated by consumers. There is a clear understanding that Moxie Cycling Company was founded by individuals with a passion for cycling, aiming to address previously unmet needs within the community. The recent expansion to include "All Gender" collections is seen as a progressive step, reinforcing their commitment to inclusivity. While the overall perception is highly positive, specific product feedback, such as preferences regarding chamois thickness or the durability of certain items under extreme technical conditions, exists, which is typical for apparel brands.

Copy Examples

• •Headline: Ride Beyond the Label. Unleash Your Moxie. Body: Cycling is for every body, period. Our gear is engineered for your comfort, your style, your ride. Discover apparel that moves with you and speaks to you. Ride boldly. #MoxieCycling #EveryBodyRides
• •Headline: Performance Woven with Personality. That’s the Moxie Standard. Body: Who decreed high-performance cycling gear had to be one-note? We’re rewriting the rules with innovative apparel that’s as unique as your journey. Proudly and responsibly made in the USA. #CycleInStyle #AmericanMadeCycling
• •Headline: More Joy. Less Judgment. Just Ride. Body: Your adventure, your pace, your rules. Moxie Cycling champions ultimate comfort, an impeccable fit, and the pure, unadulterated joy of being on two wheels. Feel incredible, ride happy. It really is that simple. #JoyfulCycling #MoxieMovement
• •Headline: Confidence, Built Right In. Ride Fearlessly Forward. Body: Introducing trail pants and jerseys with seamlessly integrated G-Form™ impact protection. Embrace new challenges and push your limits, knowing your Moxie gear is designed to protect. #MoxieInnovation #TrailTested
• •Headline: This Is More Than Apparel. It's a Movement. Ride With Us. Body: From empowering women cyclists for years to now welcoming all genders with open arms, Moxie is a community that celebrates every rider. Find gear designed for you, by people who get it. #CyclingCommunity #RideYourMoxie