Brand Tone

aspirational, motivational, and community-focused, energetic and authentic

Brand Values

• •Passion for Functional Fitness/CrossFit
• •Quality and Durability
• •Community
• •Authenticity ("Stay True")
• •Responsibility
• •Innovation and Design
• •Joy and Humor

Best Practices

• •Embrace the "Stay True" Philosophy: Ensure all copy is genuine, inspiring, and reflects a deep understanding of the functional fitness mindset.
• •Focus on Community: Use inclusive language ("we," "us," "our community") and highlight shared experiences and achievements.
• •Highlight Performance and Durability: Clearly communicate the quality and functionality of the products, using strong action verbs.
• •Maintain an Energetic and Motivational Voice: Use language that inspires action, perseverance, and a passion for training.
• •Showcase Authenticity Through Athlete Stories: Feature real athletes and their journeys to connect with the audience on a personal level.

Social Perception

Positive within the CrossFit Community, Seen as Authentic and Dedicated, Recognized for Quality, Growing Brand Awareness

Copy Examples

• •Unleash your potential. Our gear is built to endure your toughest WODs, just like your spirit. #NorthernSpirit #StayTrue #CrossFitLife
• •Beyond the whiteboard. It's about community, dedication, and the relentless pursuit of better. Fuel your journey with Northern Spirit. #FunctionalFitness #TrainHard
• •Engineered for performance, designed for life. From the box to the street, wear your commitment. #NorthernSpirit #CrossFitApparel #MadeInEurope
• •Sweat, smile, repeat. Our apparel moves with you, supports you, and celebrates every PR. Join the Northern Spirit family. #CrossFitCommunity #FitnessMotivation
• •Stay True to your goals. Stay True to your grit. Northern Spirit: Gear that reflects your unwavering dedication. #NorthernSpiritSport #UnleashYourNorth