Brand Tone

Authentic & Authoritative, Confident & Cool, Passionate & Energetic, Stylish & Contemporary, Inclusive & Community-Focused

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Heritage & Legacy
• •Self-Expression & Individuality
• •Passion
• •Connection & Community
• •Innovation (within its established framework)

Best Practices

• •Lead with Authenticity and Authority: Always ground the copy in New Era's genuine connection to sports, its heritage, and its official status. Use confident language that reflects its leadership in the headwear industry (e.g., "The Official," "Iconic," "Genuine").
• •Speak to Passion, Not Just Product: Connect with the emotional drivers of the audience – team loyalty, the thrill of the game, the desire for self-expression through style. Use evocative language that taps into these passions.
• •Keep it Clean, Confident, and Contemporary: Avoid overly technical jargon or overly casual slang (unless specifically targeting a niche with a known vernacular, e.g., on TikTok). The voice should be clear, direct, stylish, and assured, reflecting the product's design.
• •Highlight Craftsmanship and Quality Subtly: While the focus might be on style or team, weave in reminders of the superior make and materials that define a New Era cap. Words like "crafted," "premium," "signature fit" reinforce this.
• •Foster a Sense of Community and Individuality: Frame products as tools for belonging (to a team, a culture) and for standing out (personal style). Use inclusive language and encourage sharing and engagement. Acknowledge the wearer's role in bringing the cap to life.

Social Perception

Iconic & Recognizable, Premium Quality, Symbol of Fandom, Fashion Staple, Collectible, Trusted Brand, Relevant

Copy Examples

• •Headline (New Collection Launch): True to the Game. True to You. The [Season/Collection Name] Collection is here. Body: Crafted with heritage, designed for today. Discover fresh takes on iconic fits and represent your style with the unparalleled quality of New Era. Shop now.
• •Headline (Sports-Focused): Wear Your Allegiance. Body: From the stadium to the street, make your statement. The official on-field cap of [League Name/Specific Team] is more than headwear – it’s a symbol of your passion. Get yours.
• •Headline (Streetwear/Lifestyle): Define Your Fit. Own Your Style. Body: The streets are your runway. Complete your look with the iconic headwear that’s been setting trends for generations. New Era: Unmistakably authentic. Explore the latest drops.
• •Headline (Limited Edition/Collaboration): Exclusive Drop: [Collaboration Name] x New Era. Body: History in the making. This limited-edition collection blends [Collaborator's Essence] with New Era’s legendary craftsmanship. Don’t miss out – once it’s gone, it’s history. Secure yours now.
• •Headline (Brand Heritage/Quality Focus): Crafted Since 1920. Perfected For You. Body: Over a century of dedication to quality, fit, and authentic style goes into every New Era cap. Experience the difference. Find your perfect fit today.