Brand Tone

passionate, community-driven, and authentic

Brand Values

• •Passion over Profit
• •Community & Unity
• •Authenticity & Expertise
• •Empowerment & Development

Best Practices

• •Always Speak from a "We" Perspective: Frame communications from the "Riders Crew." This reinforces the idea that the brand is a collective of passionate individuals, not a faceless corporation. Use "we," "us," and "our community" to foster a sense of belonging.
• •Lead with Passion, Follow with Product: Start with the feeling, the experience, the "why." Connect with the user's love for the sport first, and then introduce the product as a tool to enhance that passion.
• •Incorporate Community-Generated Content: Regularly feature stories, photos, and videos from your community. When writing copy for these posts, celebrate the rider and their achievement. This validates their experience and reinforces your brand's community-first value.
• •Maintain an Authentic, Jargon-Appropriate Voice: Use language that is natural to the skate, ski, and surf communities, but avoid overusing slang to the point of it feeling forced. The goal is to sound like an experienced friend, not a corporation trying to be "cool."
• •Be a Guide, Not Just a Seller: Create content that helps and informs. Write guides, how-tos, and travelogues. This positions the brand as an invaluable resource and builds long-term trust and loyalty beyond simple transactions.

Social Perception

a central and respected authority within the Danish freeride and action sports community, seen as a reliable hub and trustworthy resource

Copy Examples

• •Headline: Fresh drop! The new [Skateboard Brand] decks just landed. Body: Built for riders, by riders. Whether you're hitting the park or the streets, this deck is your new best friend. We've tested it, we love it, and we know you will too. Grab yours before they're gone. Link in bio! #Ridersdk #SkateLife #NewGear #CommunityFirst
• •Title: [Roller Skate Model] - Your Ticket to Freedom Description: Remember that feeling of pure freedom? These skates bring it back. Perfect for sunny cruises along the coast or intense sessions at the rink. With a snug fit and smooth-rolling bearings, they offer the perfect blend of comfort and performance. We don't just sell gear; we share the passion. Join the ride.
• •Subject: More Than a Sport, It's a Community | Freeride DM Results & New Articles Inside
• •Text: It started with a simple idea back in 1999: create a home for riders. A place built by passion, not by a board of directors. Today, that same fire drives us. The Riders Crew is a team of skiers, skaters, and surfers dedicated to one thing: supporting the community we love. We're here to share the stoke, the gear, and the stories. Welcome to the family.
• •Headline: Gear Up for Your Next Adventure. Body: The mountains (or the streets) are calling. Get ready with up to 30% off on select protection and apparel. We've handpicked gear we trust to keep you safe while you push your limits. Because for our community, only the best will do. Shop the sale now!