Brand Tone

Performance-Oriented and Passionate

Brand Values

• •High Performance
• •Specialization
• •Quality and Durability
• •Community Connection

Best Practices

• •Speak the Player's Language: Use terminology that resonates with serious hockey players (e.g., "pop-outs," "butterfly slide," "dek"). Avoid overly generic marketing language. The tone should be that of an expert teammate, not just a retailer.
• •Emphasize Performance and Results: Every piece of copy should connect a product feature to a tangible on-field benefit. Instead of saying "high-quality materials," say "durable materials built to withstand a full season of aggressive play."
• •Maintain a Bilingual Approach: Consistently offer content in both French and English, especially on social media, to fully embrace the Quebec market. This shows respect and understanding of the local culture.
• •Show, Don't Just Tell: Utilize high-quality, dynamic photos and videos that show the equipment in action. The visual content should be as performance-oriented as the written copy, featuring real players in game-like situations.
• •Be the Expert: Position the brand as a specialized authority. Create content that offers value beyond sales, such as tips on equipment care, player training drills, or insights into the sport of ball hockey. This builds trust and reinforces the brand's passion for the game.

Social Perception

Niche and Developing

Copy Examples

• •Your reflexes are sharp. Your gear should be too. ReasonY PRO MP goalie pads are engineered for explosive slides and zero pop-outs. Lightweight, durable, and built for Quebec’s toughest games. Gear up and become the wall. #ReasonYQuebec #BallHockey #DekHockey #GoalieGear #HockeyQC
• •Adhérence parfaite. Protection totale. Prêt pour ton prochain match? | Perfect grip. Total protection. Ready for your next game? #hockeydek #ballhockeyshoes #reasony #lavalhockey #hockeygear
• •The Pro's Choice for Ball Hockey in Quebec. Specialized gear designed for maximum performance and unmatched durability. From Dek to Pro.
• •Step onto the dek with confidence. The SHIELD 2.0 is built for the agile player who demands uncompromising grip and reinforced toe protection. Its lightweight construction ensures you stay fast through the final period, while the durable materials are ready for season after season of intense play. Stop slipping, start dominating.
• •Your New Season Starts Here | Pro-Level Ball Hockey Gear Inside