Brand Tone

Inspirational and Aspirational, Adventurous and Extreme, Supportive and Community-Focused, Authoritative and Experienced, Respectful (of nature and culture)

Brand Values

• •Endurance and Resilience
• •Adventure and Exploration
• •Community and Camaraderie
• •Safety and Preparation
• •Giving Back
• •Personal Growth and Self-Discovery
• •Quality and Expertise

Best Practices

• •Emphasize Transformation and Achievement: Focus on the personal growth and sense of accomplishment participants gain, rather than just the physical act of running. Use words that evoke challenge, resilience, and discovery.
• •Showcase the Unique Environments: Use vivid, evocative language to describe the stunning and extreme landscapes where the races take place. Highlight the "once-in-a-lifetime" aspect of these locations.
• •Foster a Sense of Inclusive Community: While the events are elite, the tone should still feel welcoming to those aspiring to the challenge. Use terms like "RacingThePlanet family," "fellow adventurers," and highlight the support system.
• •Maintain Authority through Expertise: When discussing gear or race preparation, convey confidence and knowledge based on experience. Reference "field-tested," "expert advice," and the rigorous nature of the events.
• •Be Authentic and Respectful: Acknowledge the difficulty of the challenges honestly. When discussing locations, demonstrate respect for the local environment and cultures. Incorporate genuine stories and testimonials where possible.

Social Perception

Highly Respected within the Ultra-Endurance Community, Transformative and Life-Changing, Challenging but Rewarding, Well-Organized (generally), Associated with Extreme Environments and Adventure, Community-Oriented, Expensive but Unique, Past Scrutiny, Inspirational

Copy Examples

• •Headline: Beyond Limits. Beyond Imagination. This is RacingThePlanet. Body: You have the courage. We provide the canvas. Journey 250km across the world's most breathtaking and formidable landscapes. Discover the strength you never knew you had. Join the RacingThePlanet family. Your epic adventure awaits. (Tone: Aspirational, Adventurous, Supportive)
• •Headline: Gear Tested by the Earth's Extremes. Trusted by Elite Athletes. Body: The desert doesn't compromise. Neither do we. The RacingThePlanet Store offers only the most resilient, field-tested gear that has survived our planet's harshest conditions. Equip yourself with the confidence to face any challenge. (Tone: Authoritative, Quality-focused)
• •Headline: More Than a Race. It's a Lifelong Community. Body: Cross the finish line and into a global family. At RacingThePlanet, the journey forges bonds that last a lifetime. Share the grit, the glory, and the unforgettable moments with fellow adventurers who understand the call of the wild. (Tone: Community-focused, Supportive)
• •Headline: Answer the Call of the Wild. Discover Your Extraordinary. Body: Deep within you lies an untapped reserve of resilience. Our races are designed to help you find it. From the vast Gobi to the icy plains of Antarctica, prepare for a journey that will redefine your limits and change your perspective forever. (Tone: Inspirational, Adventurous, Transformative)
• •Headline: The World's Toughest Classrooms. Lessons That Endure. Body: Each step in a RacingThePlanet ultramarathon is a lesson in courage, perseverance, and the incredible power of the human spirit. Explore ancient lands, challenge your perceptions, and return with more than just memories. (Tone: Adventurous, Transformational, Culturally respectful)