Brand Tone

Passionate & Enthusiastic, Inclusive & Supportive, Authentic & By Runners, For Runners, Community-Focused, California-Inspired & Free-Spirited, Functional & Performance-Oriented

Brand Values

• •Community
• •Performance & Quality
• •Passion for Running
• •Inclusivity
• •Authenticity
• •Dreaming & Goal Achievement
• •Sustainability (Emerging)

Best Practices

• •Embrace the "By Runners, For Runners" Voice: Always write from the perspective of someone who genuinely understands and loves running. Use authentic running terminology where appropriate, but keep it accessible.
• •Foster Inclusivity and Support: Ensure language is welcoming to all levels of runners. Celebrate diverse goals and journeys, avoiding elitist or intimidating phrasing. Focus on encouragement and shared passion.
• •Highlight Community: Regularly weave in the theme of community. Talk about shared experiences, the support network of runners, and the joy of running together, even when running solo.
• •Inject Passion and Enthusiasm: Let the genuine love for running shine through. Use energetic and inspiring language that motivates and resonates with the emotional connection runners have to their sport.
• •Balance Performance with a "California Cool" Vibe: While emphasizing the technical aspects and functionality of the apparel, maintain a touch of the laid-back, free-spirited California essence. The tone can be serious about running but shouldn't feel overly corporate or stiff.

Social Perception

Positive & Respected, Community-Oriented, Known for Comfort & Fit, Innovative & Functional, Inclusive, Growing Brand

Copy Examples

• •Headline: Chase Your Dawn. Our Gear. Your Grind. Body: That first light, the quiet streets, the promise of a new personal best. We get it. That's why every stitch of rabbit apparel is crafted by runners, for your run. Lightweight, breathable, and ready to go the distance with you. What dream are you chasing today? #runinrabbit #BornToRunFree
• •Headline: More Than Miles. It's Our Community. Body: From weekend warriors to trail blazers, we're a tribe of dreamers united by the rhythm of our feet. rabbit isn't just about apparel; it's about the shared journey, the high-fives, the support that pushes you one more mile. Join The Stoke. Find your people. #rabbitCommunity #RunTogether
• •Headline: Feel That California Freedom. Body: Crafted in the Golden State, our gear blends high performance with that laid-back, sun-kissed vibe. Think apparel so comfortable and functional, you'll forget it's there – letting you focus on the pure joy of the run. Unleash your inner rabbit. #CaliforniaCrafted #RunFree
• •Headline: Built by Us. Perfected by You. Body: We started rabbit because we knew running apparel could be better. We listened to runners, obsessed over fabrics, and designed for real-world miles. Your feedback fuels our fire. Your achievements inspire our next creation. This is gear for your journey. #ByRunnersForRunners #DreamChaser
• •Headline: Your Pace. Your Path. Our Support. Body: Whether it's your first 5K or your fiftieth ultra, every run is a victory. rabbit is here to equip you with gear that works as hard as you do, supporting every stride and every dream. Because in our world, every runner is an elite. #SupportAllRunners #rabbitELITEtrail