Brand Tone

Authoritative & Innovative, Performance-Driven & Aspirational, Technical & Informative, Passionate & Community-Focused (for enthusiasts)

Brand Values

• •Innovation & Technology
• •Performance & Quality
• •Leadership & Legacy
• •Athlete & Rider Focus
• •Service & Support
• •Inclusion & Diversity
• •Trust & Collaboration

Best Practices

• •Emphasize Performance & Innovation: Always highlight how FOX products enhance performance through superior technology and innovative design. Use strong action verbs and focus on the benefits of control, speed, and capability.
• •Maintain an Authoritative Voice: Use confident language that reflects FOX's expertise and leadership in the suspension market. Back up claims with references to racing heritage, technical specifications, or athlete endorsements where appropriate.
• •Show, Don't Just Tell, with Technical Detail (Appropriately): While the tone is technical, ensure it's accessible to the target audience. Briefly explain key technologies (like GRIP X2, Live Valve) and their benefits without overwhelming the reader with jargon, unless the context is a deep-dive technical piece.
• •Incorporate the "Aspirational" Element: Use imagery and language that inspire riders to push their limits and achieve their best. Connect the products to the experience of adventure, competition, and mastery.
• •Consistency Across Channels: Ensure the core messages of innovation, performance, and quality are consistent across the website, social media, ad copy, and video scripts, adapting the specific delivery for each platform's strengths. Use established taglines like "Push Potential Further" or "We're Never Done" to reinforce brand identity.

Social Perception

Premium & High-End, Industry Leader & Benchmark, Performance-Oriented, Brand Cachet, Mixed Customer Service Experiences, Reliability

Copy Examples

• •Headline: Dominate Every Descent. Body: Engineered with 50 years of race-proven DNA, our [Product Name] fork delivers unparalleled sensitivity and control. Fine-tune your ride, conquer the gnarliest trails, and leave compromise behind. #FOXFactory #PushPotentialFurther
• •Headline: The Science of Smooth. The Art of Speed. Body: Experience the revolutionary GRIP X2 damper. More traction, more support, more confidence. Decades of innovation, now available to elevate your ride. Discover the difference precision engineering makes. [Link to Product] #RideFOX #SuspensionTech
• •Headline: Factory Tuned. Podium Ready. Body: What separates the best from the rest? It's the relentless pursuit of perfection. Our athletes demand it, our engineers deliver it. Get the same World Cup-winning technology for your machine. #FOXPowered #RaceProven
• •Headline: Unlock Your Trail Potential: The All-New [Shock Name]. Body: Lighter, more responsive, and endlessly tunable. The new [Shock Name] redefines what’s possible for aggressive trail riding. More grip, less fatigue, pure flow. Explore its features. [Link] #NeverDone #MTBSuspension
• •Headline: Your Ride, Perfected. Body: Don't just adapt to the terrain, command it. With FOX, you get intelligent suspension that reacts before you do. Explore our range of [Bike/Truck/UTV] solutions and feel the FOX advantage. #FOXtechnology #RideDynamics