Brand Tone

Aspirational and performance-driven, direct, confident, professional, and knowledgeable. It speaks to serious hockey players who value technical specifications, advanced materials, and on-ice benefits, focusing on credibility and performance over hype.

Brand Values

• •Performance
• •Quality and Innovation
• •Accessibility
• •Focus

Best Practices

• •Focus on the 'Why,' Not Just the 'What': Explain why features matter to the player, translating technical specifications into tangible benefits.
• •Use an Aspirational and Empowering Voice: Frame products as tools that empower players to achieve goals, using strong, active verbs to speak to ambition and dedication.
• •Maintain a 'Player-to-Player' Credibility: Ensure copy sounds knowledgeable about the game, avoiding corporate jargon and using terminology that resonates with experienced players.
• •Emphasize Performance Metrics and Benefits: Connect product features directly to tangible performance benefits and their impact on gameplay.
• •Keep it Clean and Confident: Maintain uncluttered, to-the-point copy reflecting a focus on performance, avoiding excessive hype, emojis, or slang.

Social Perception

Perceived as a challenger brand offering a high performance-to-cost ratio. Generally positive perception among players who value lightweight, high-performance equipment. Seen as a smart, value-oriented choice for experienced players who prioritize quality and performance over mainstream brand names.

Copy Examples

• •The Unfair Advantage. Engineered for the obsessed. Our Project X stick is built with cutting-edge materials to give you the lightest feel and quickest release in the game. Stop fighting your gear and start dominating the game.
• •Feel the Future of Your Shot. We stripped away the unnecessary weight to deliver a stick that's an extension of your will. The Project X combines our proprietary carbon weave with a hyper-responsive low-kick point, resulting in a release so fast, goalies won't have time to react. It's not just a stick; it's a statement.
• •Your New Secret Weapon Has Arrived. You put in the work. You study the game. Isn't it time your equipment did the same? The new line of ProjektS gear is here, designed for the player who leaves it all on the ice. Explore the collection and discover how our commitment to performance can elevate your game.
• •Tired of Paying for the Name? Performance isn't about a logo. It's about results. ProjektS Hockey delivers elite-level sticks and gear without the legacy brand markup. Experience the difference that true innovation makes.
• •The moment before the chaos. The calm before the storm. Be ready for anything. #ProjektSHockey #PerformanceDriven #Hockey