Brand Tone

Aspirational & Motivational, Community-Focused, Performance-Oriented & Technical, Confident & Direct, Slightly Edgy & Modern

Brand Values

• •Performance & Functionality
• •Quality
• •Community
• •Sustainability & Ethical Responsibility
• •Purpose-Driven Action

Best Practices

• •Maintain an Aspirational yet Achievable Voice: Inspire users to push their boundaries while keeping the messaging relatable and grounded in the functional benefits of the products.
• •Emphasize Community and Shared Purpose: Consistently use language that fosters a sense of belonging. Encourage user-generated content and highlight stories from the "Recreation Generation."
• •Be Transparent about Sustainability Efforts: Authentically communicate commitments and progress regarding sustainable practices. This builds trust and resonates with conscious consumers.
• •Balance Performance Specs with Lifestyle Appeal: While detailing the technical aspects of the apparel, also showcase how REC GEN fits into a broader active and stylish lifestyle.
• •Address Feedback Constructively: Monitor social perception and reviews. When addressing any concerns (like quality or returns), maintain a professional, helpful, and transparent tone that aligns with the brand's values of community and integrity.

Social Perception

Seen as a stylish, modern activewear brand with a good aesthetic. App is generally well-received for its user experience. Commitment to sustainability is a positive aspect. Some customers have experienced issues with product quality, describing it as below expectations for a premium brand. The returns policy (store credit only) has been a point of frustration for some. There's a potential disconnect between the marketed "premium quality" and some customers' actual experiences.

Copy Examples

• •REC GEN: Engineered for Your Every Move. From the studio to the street, our latest collection is built with sustainable fabrics and performance-driven design. Feel the difference. Shop now. #RecGen #PerformanceLifestyle #SustainableActivewear
• •Join the Recreation Generation. It's more than apparel—it's a community. We're a passionate collective dedicated to an active, purposeful life. Share your journey: #WeAreRecGen.
• •Tested Tough. Designed Consciously. Our gear withstands the most rigorous global conditions, so you can push your limits. And with 90% recycled materials, you’re making a difference with every wear. Discover the new arrivals.
• •Beyond the Grind. REC GEN supports every step, every rep, every challenge. Our functional sportswear is made to empower your active life, indoors and out. What are you conquering today? #DesignedForTheGrind #RecGenActive
• •Feel the Fit. Love the Planet. Experience REC GEN’s signature comfort and durability, now crafted with even more eco-friendly materials. Because high performance shouldn't cost the Earth. Explore our sustainable range.