Brand Tone

Approachable, Friendly, Passionate, Enthusiastic, Encouraging, Inclusive, Informative, Helpful, Confident, Quality-Driven, Relatable

Brand Values

• •Community Building
• •Accessibility
• •Quality and Functionality
• •Passion for the Sport
• •Empowerment
• •Ethical and Environmental Responsibility
• •Made in the USA

Best Practices

• •Speak Like a Friend, Advise Like an Expert: Maintain an approachable, encouraging tone while providing genuinely useful, expert information about the sport and products. Avoid overly technical jargon unless explaining a specific benefit clearly.
• •Share the Passion Authentically: Let the genuine love for pickleball shine through. Use enthusiastic language that reflects the fun and social nature of the sport. Heidi Block's personal story is a key asset; weave that authenticity into 'About Us' sections, blog posts, and social content.
• •Focus on 'Their' Game, Not Just 'Our' Gear: Frame product benefits around how they help the player enjoy the game more, improve comfortably, or solve a common pickleball problem (like where to put the ball). Instead of 'Our skorts have great pockets,' try 'Never miss a beat with perfectly placed ball pockets, so your focus stays on the rally.'
• •Build Community with Your Words: Use inclusive language ('Come play with us!', 'Join the Play-PKL family'). Encourage interaction by asking questions in social posts. Highlight customer stories or local pickleball events when appropriate.
• •Be Consistent Across All Channels: Whether it's a product description, a social media caption, or a blog post, the friendly, passionate, informative, and quality-focused voice of Play-PKL should be recognizable. Create a simple style guide with key brand phrases and 'do/don't' language points for anyone creating content.

Social Perception

Positive Customer Feedback, Resourceful and Educational, Authentic and Founder-Led, Community-Focused, Stylish and Niche

Copy Examples

• •Swing into style, ace your game. Our pickleball skorts aren't just designed to look good—they're built with perfectly placed pockets and freedom-flex fabric so you can focus on the fun, not your fit. Ready to Play-PKL? #PlayPKL #PickleballStyle #DesignedForPlay
• •Curious about pickleball but don't know where to start? We've got you! Play-PKL is your friendly guide to the fastest-growing sport in America. From easy-to-understand tips on our blog to beginner-friendly paddles, we help you get on the court with confidence. Learn more & shop starter gear: [Link] #PickleballBeginner #PlayPKLCommunity #LearnToPlay
• •Elevate Your Game. Discover premium pickleball apparel and equipment designed by players, for players. Feel the difference quality makes. Shop Play-PKL.
• •Your Best Pickleball Season Starts Now + Tips from Heidi!
• •Meet your new court essential. The Play-PKL Men's Warrior Tee isn't just another shirt; it's your partner in every dink, drive, and drop shot. Crafted from breathable, moisture-wicking fabric with a fit that moves with you. Because when you feel good, you play even better. #PlayPKLPerformance #MensPickleball