Tono de Marca

Aspirational, Confident, Resilient, Professional, Community-Focused, and Mysterious.

Valores de Marca

• •Legacy and Heritage
• •Excellence and Domination
• •Resilience and Discipline
• •Unity and Community
• •Innovation and Entertainment

Mejores Prácticas

• •Always Leverage the Legacy: Consistently reference the brand's long and storied history ('Since 2000,' 'Legendary,' 'CS in our blood'). This is a unique differentiator that new organizations cannot claim.
• •Embrace the 'Win or Learn' Mentality: Use this phrase and its underlying philosophy to frame both victories and defeats. It shows confidence and resilience, turning potential negative moments into brand-building opportunities.
• •Speak with a Confident, Not Arrogant, Voice: The tone should be assured and dominant ('powerhouse,' 'top level,' 'dominate'), but tempered with a focus on hard work and respect for the game, avoiding arrogance that could alienate fans.
• •Incorporate the 'Ninja' Mystique: Weave words associated with the ninja ethos—stealth, discipline, calm, precision, shadow, resilience—into posts, especially when promoting players or merchandise. This reinforces the core brand theme established in the rebrand.
• •Balance Team Focus with Community Inclusion: While celebrating the players as elite athletes, always bring the message back to the fans. Use inclusive language like 'we,' 'our,' and 'the NIP family' to make fans feel they are part of the journey, not just spectators.

Percepción Social

The social perception of Ninjas in Pyjamas is complex. They are widely regarded as a legendary and foundational organization in esports, especially for their legacy in Counter-Strike. However, their reputation is mixed due to past controversies regarding player mistreatment and financial mismanagement. The 2021 rebrand improved their image, positioning them as a professional, modern brand focused on global media, though fan sentiment remains heavily tied to competitive results.

Ejemplos de Copy

• •More than a jersey. It's a symbol of a legacy born in 2000 and a promise for the future. Worn by legends, celebrated by fans. This isn't just our uniform—it's yours. Wear the history. Become the Ninja. #GONINJAS
• •The stage is set. The server is waiting. For us, every match is a chance to prove what we already know: we don't lose. We win, or we learn. Tonight, we plan on winning. Tune in and witness our path.
• •What does it mean to be a Ninja? It's the discipline in practice. The calm before the clutch. The resilience to get back up after a fall. It's the stealth to surprise them and the confidence to dominate. It's more than a game. It's an art.
• •Your setup is an extension of you. Make it legendary. The official NIP Printstream collection is engineered for performance and designed for the spotlight. Limited stock available. Don't get left in the shadows.
• •Don't just watch the game, be a part of it. Sign up for exclusive content, early access to merch drops, and behind-the-scenes access to the Dojo. Get closer to the Ninjas. Join the family.