Brand Tone

aspirational, professional, and developmental

Brand Values

• •Development
• •Excellence & High-Level Competition
• •Leadership and Character
• •Passion and Dedication

Best Practices

• •Lead with Aspiration: Always frame communications around the idea of achieving a higher level of performance and success. Use powerful, action-oriented words like "forge," "dominate," "elevate," and "unleash."
• •Maintain a Professional and Authoritative Voice: Position the brand as an expert in lacrosse development. Reference the expertise of the coaching staff and the high level of competition to build credibility. Avoid overly casual slang or humor that could dilute the brand's serious commitment to the sport.
• •Emphasize Development Over Winning: While competition is a core value, the messaging should consistently focus on the process of getting better skill development, hard work, and leadership. Winning is a result of this focus, not the sole purpose.
• •Speak to Both Player and Parent: Acknowledge that you have two audiences. Craft messages that inspire the young athlete (the "phenom") while also reassuring the parent about the quality of coaching, safety, and character-building aspects of the program.
• •Show, Don't Just Tell: Utilize player testimonials, action shots, and highlight clips in social media. This visual evidence backs up the claims of high-level play and player development, making the aspirational tone more tangible and believable.

Social Perception

The perception of Phenom Lacrosse Club is that of a serious and legitimate training organization for young lacrosse players in the Western New York area. It is seen as a platform for aspiring athletes to receive elite coaching and advance their skills. The connection to Joe Resetarits lends it significant credibility within the lacrosse community. The brand is perceived as a pathway to success, focusing on player improvement and competitive achievement.

Copy Examples

• •Forge Your Legacy. Become a Phenom. Your journey to lacrosse excellence starts here. At Phenom Lacrosse Club, we do more than just play the game we build the next generation of leaders. With elite coaching from pro player Joe Resetarits, you won't just improve your skills, you'll redefine your potential. Spots for our spring season are limited. Register today and unleash the phenom within.
• •Phenom on the Rise: [Player Name]'s Weekend Domination. Big goals, bigger heart. Huge congratulations to [Player Name] for his outstanding performance at this weekend's tournament. His dedication on the practice floor translated to unstoppable plays on the field. This is what it means to be a Phenom. Keep working, keep climbing. #PhenomLacrosse #LacrosseDevelopment #YouthLacrosse #HardWorkPaysOff
• •More Than a Game. It's a Foundation for Life. You want your child to succeed, on and off the field. Phenom Lacrosse Club, founded by NLL veteran Joe Resetarits, is committed to developing both skilled athletes and strong leaders. We provide a professional, disciplined, and supportive environment where young players learn the value of hard work and teamwork. Give your player the elite advantage. Learn more about our programs.
• •The Phenom Pathway: From Fundamentals to Elite Competition. Every great player starts with a solid foundation. Our programs are designed to meet players where they are and take them where they want to go. The Fundamental Program builds core skills and a love for the game, while our Competitive Teams challenge experienced players against the best in the region. Find the right fit for your athlete and start the journey.
• •Built on Passion. Driven by Purpose. Phenom Lacrosse wasn't just created to play lacrosse it was created to elevate it. Our founder, Joe Resetarits, built this club on the same principles that defined his pro career: relentless effort, a commitment to fundamentals, and a passion for competition. We're here to pass that legacy on to the next generation. Join the movement. #BeAPhenom