Brand Tone

Innovative, ambitious, and connected to street culture. The language is confident, forward-looking, entrepreneurial, edgy, and pop-culture-savvy, positioning the brand as a disruptive innovator and culturally aware trendsetter.

Brand Values

• •Innovation and Restoration
• •Community and Connection
• •Ambition and Aspiration
• •Cultural Savviness

Best Practices

• •Lead with the 'Why': Always connect back to the core values of restoration and innovation. Frame the product not just as a grip pad, but as a way to extend the life of something the customer loves.
• •Use Aspirational Language: Incorporate confident, forward-thinking phrases like "We Got Next," "Join the movement," and "Change the game." This reinforces the brand's ambitious identity and invites customers to be part of the journey.
• •Embrace Street Culture and Pop Culture: Continue to integrate relevant cultural references, especially in apparel and social media content. This keeps the brand feeling current, relatable, and aligned with its target audience.
• •Tell the Underdog Story: Be transparent about the brand's journey. Sharing milestones, setbacks, and behind-the-scenes content on platforms like YouTube builds authenticity and a stronger community "family."
• •Maintain a Consistent Call to Action: Whether it's to "Follow our journey," "Pre-order the Mark I," or "Join the family," ensure that every piece of copy guides the audience toward deeper engagement with the brand ecosystem.

Social Perception

The brand is perceived as a startup with a novel product aimed at the sneakerhead and athletic community. It is seen as practical and useful due to offering a solution to a common problem (worn-out soles). The distinct apparel line helps build a broader lifestyle identity beyond a single product.

Copy Examples

• •Don't Retire Them. Re-Grip Them. Your favorite kicks have seen better days, but they're not done yet. Our Mark I kit brings your soles back to life with insane grip. More court time, more miles, more life. Stop slipping, start gripping. #ReGripSole #SneakerRestoration #GripIsEverything
• •That Feeling When Your Soles Go Bald. We’ve all been there. The grip is gone, but you can’t let go of the shoes. RE-GRIP SOLE is the answer. Our easy at-home application retreads your worn-out soles, so you can keep the sneakers you love. Save your soles, save your money. Learn more and pre-order today. #DIY #Sneakerhead #BasketballNeverStops
• •Worn out is a mindset, not a death sentence for your sneakers. We're here to change the game, one sole at a time. #WeGotNext #ReGripSole
• •The End of Worn-Out Grip. Introducing the RE-GRIP SOLE Mark I. The revolutionary, do-it-yourself retreading kit that restores traction to your most trusted sneakers. Walk, run, and play with the confidence of brand-new grip. Join the movement and be the first to experience the difference.
• •Wear the Vibe. It's more than just a grip. It's a statement. Our "Horror Squad" hoodies are for those who play with killer instinct. Rep your love for the game and the culture. Limited drop available now. #Streetwear #ReGripApparel #Horror