Brand Tone

Performance-Oriented & Technical, Confident & Innovative

Brand Values

• •Performance & Quality
• •Innovation & Rider/Climber-Driven Design
• •Made in USA (California)
• •Sustainability
• •Community Connection

Best Practices

• •Highlight the technical aspects of climbing shoes, focusing on features like 'aggressive downturn' and 'edging capability'.
• •Emphasize the brand's legacy and experience from ex-Five Ten employees.
• •Showcase in-house production in California and the use of US-sourced materials.
• •Promote the brand's commitment to innovation and athlete-driven design.
• •Address customer service concerns by ensuring clear communication and efficient order processing.

Social Perception

High-performance climbing shoes, innovative designs, but needs improvement in customer service.

Copy Examples

• •Unparallel: Engineered for Performance. Built for Excellence.
• •Experience the pinnacle of climbing footwear. Designed in California.
• •Aggressive downturns for steep power, sensitive midsoles for nuanced placements.
• •Decades of experience, athlete-driven design. Feel the difference.
• •Unparallel: Where innovation meets tradition in climbing shoe technology.