Brand Tone

Performance-Driven & Technical, Authoritative & Expert, Direct & Uncompromising, Ambitious & Competitive, Transparent

Brand Values

• •Performance Excellence: The core value is providing the highest performing apparel to enhance speed and efficiency.
• •Innovation & Research: Continuous research, development, and testing (e.g., wind tunnel) are central to their identity.
• •Data-Driven Design: Decisions are based on measurable aerodynamic gains.
• •Accessibility to Elite Technology: Making World Tour level kit available to all cyclists.
• •Transparency: Openly sharing performance data with customers.
• •Quality: Commitment to creating the best products on the market without compromise.

Best Practices

• •Prioritize Performance Data: Whenever possible, back up claims with specific data, test results, or watt savings. This reinforces the brand's commitment to transparency and technical excellence.
• •Use Strong, Direct Language: Employ confident and authoritative language. Avoid vague or overly casual terms. Focus on conveying expertise and the uncompromising nature of the product.
• •Highlight Innovation and Research: Regularly talk about the R&D process, wind tunnel testing, and material science that goes into the products. This builds credibility and reinforces the brand's value.
• •Speak to the Ambitious Cyclist: Address the cyclist who is serious about their performance, understands technical details, and is looking for a competitive edge.
• •Maintain Visual Consistency: Ensure that the technical and performance-oriented tone of the copy is reflected in the visual elements used across all platforms (e.g., dynamic imagery, clean product shots, data visualizations).

Social Perception

High-Performance & Specialized, Innovative & Technical, Premium Brand, Credible & Data-Backed, Niche Focus, Some Durability Concerns

Copy Examples

• •Engineered for speed. Validated by data. The new Chronos Skinsuit isn't just an evolution; it's a new benchmark in aerodynamic efficiency. Decades of research, countless hours in the wind tunnel, and an unwavering commitment to making you faster. Explore the data, then experience the difference. #Rule28 #AeroIsEverything #CyclingPerformance
• •Beyond the hype. We believe in quantifiable gains. Our latest wind tunnel data on the updated Aero Sock V3 shows a further 1.7w saving at 45kph. Because every watt counts when you're chasing your best. See the full report on our website. #Rule28Research #CyclingTech #MarginalGains
• •Rule 28: Uncompromising Speed. We don't just design cycling apparel; we engineer aerodynamic advantages. Worn by champions, available to you. #RideFaster
• •Your ambition deserves our technology. At Rule 28, we obsess over the details that translate to real-world speed. From fabric selection to seam placement, every element is scrutinized for aerodynamic performance. Ready to unlock your potential? #PerformanceCycling #AeroKit
• •What does it take to be the fastest? We go behind the scenes of our latest product development cycle, sharing the challenges and breakthroughs in our pursuit of ultimate aerodynamic performance. Discover the science behind speed. #Rule28 #InnovationInSpeed #CyclingApparel