Brand Tone

Performance-Oriented, Inspirational, Innovative, Technical, Athlete-Centric, Confident, Empowering, Community-Focused (within the athletic sphere)

Brand Values

• •Performance
• •Innovation
• •Quality
• •Athlete Support & Collaboration
• •Integrity & Transparency (aspired)
• •Problem-Solving
• •Durability

Best Practices

• •Always Prioritize Performance: Every piece of copy should, in some way, connect back to how ROKA products help athletes perform better. Use strong action verbs and focus on tangible benefits.
• •Speak the Athlete's Language: Understand the mindset, challenges, and aspirations of your target audience (triathletes, cyclists, runners, etc.). Use terminology and address pain points that resonate with them.
• •Back Claims with Technology (Where Appropriate): Briefly mention key technologies (like GEKO™, C3™ lenses) to reinforce the innovative and high-quality nature of the products without overwhelming the reader with jargon.
• •Maintain a Confident and Empowering Voice: Instill belief in the customer that ROKA products are a worthwhile investment in their performance and will help them achieve their goals. Avoid hesitant or overly passive language.
• •Show, Don't Just Tell, Through Athlete Stories: Leverage testimonials, athlete spotlights, and user-generated content in your copy to provide social proof and make the performance benefits more relatable and aspirational. Use phrases like "Chosen by champions like..." or "Join the community of athletes who trust ROKA..."

Social Perception

High-Performance & Premium Quality, Athlete-Approved, Innovative Leader, Customer Service Variability, Price Point, Trusted by a Loyal Base

Copy Examples

• •Headline: UNLOCK YOUR SPEED. ENGINEERED FOR THE UNCOMPROMISING ATHLETE. Body: Stop settling for gear that holds you back. ROKA's patented technology and athlete-driven design deliver the performance you demand. Experience the difference. Feel the speed. (Tone: Performance-Oriented, Direct, Confident)
• •Headline: BEYOND LIMITS. WITHIN REACH. Body: Every second, every movement, every breath counts. ROKA eyewear stays locked in place, offering unparalleled clarity so you can focus on shattering your personal best. Your ambition is limitless. Your gear should be too. (Tone: Inspirational, Empowering, Athlete-Centric)
• •Headline: THE SCIENCE OF VICTORY. THE ART OF PERFORMANCE. Body: Decades of research, relentless testing, and collaboration with world champions. ROKA isn't just designed; it's scientifically proven to give you an edge. Discover the innovation that fuels champions. (Tone: Technical, Innovative, Confident)
• •Headline: DON'T JUST COMPETE. DOMINATE. Body: From the crucial first stroke to the final push across the line, ROKA provides the ultimate in comfort, durability, and speed. Gear up with the choice of champions and redefine what's possible. (Tone: Performance-Oriented, Confident, Aspirational)
• •Headline: VISION. PERFECTED. PERFORMANCE. UNLEASHED. Body: Experience the world with zero distractions. Our advanced C3™ optics deliver crystal-clear vision in all conditions, while the GEKO™ fit system ensures your eyewear stays exactly where you need it. See more. Achieve more. (Tone: Technical, Benefit-Oriented, Empowering)