Brand Tone

Authentic, Passionate, and Community-Oriented.

Brand Values

• •Community Growth
• •Accessibility & Affordability
• •Passion for the Sport
• •Sustainability & Resourcefulness
• •Personal Improvement

Best Practices

• •Lead with Passion, Follow with Product: Always frame your copy around a shared love for the game first. The product is the tool for that passion, not just an item for sale.
• •Use "Community" Language: Incorporate words like "we," "us," "together," "community," and "grow the sport" to reinforce the collective, inclusive value of the brand.
• •Be Transparent and Honest: Continue to use the detailed grading scale and be upfront about the condition of used products. This builds trust and manages expectations, which is key for a pre-owned marketplace.
• •Highlight People and Stories: Share the stories of your sponsored players, of customers who found a rare disc, or of your own journey. People connect with people, and this reinforces the brand's authentic, human element.
• •Stay Engaged at the Grassroots Level: Your copy should reflect your actions. Continue to post about local leagues, charity tournaments, and youth clinics. This provides authentic content that proves your brand values are more than just words.

Social Perception

The public perception of Russell Disc Golf appears to be that of a core, community-driven retailer rather than a large, impersonal warehouse. They are perceived as being "by disc golfers, for disc golfers." They are seen as a vital part of the East Tennessee disc golf scene through their organization of events and sponsorship of local players. Their niche in used and collectible discs positions them as a knowledgeable and valuable resource for enthusiasts looking for specific or hard-to-find items. By creating a platform to sell and trade, they are perceived as problem-solvers for the average player with a growing collection of unused discs.

Copy Examples

• •Your Next Favorite Disc Is Already Broken In. Why wait? That perfect, slightly seasoned flight path is waiting for you. Our "Moderately Played" section is filled with trusty throwers that have stories to tell and still have plenty of birdies left in them. Find a gem without breaking the bank. #RussellDiscGolf #UsedDiscs #DiscGolfLife
• •More Than a Store. We're a Community. From sponsoring local talent to hosting the leagues you love to play in, our passion is growing the game. When you shop with us, you're supporting the sport in East Tennessee and beyond. #GrowTheSport
• •Rare Plastic Alert: Gems from the Past. We just acquired a collection of out-of-production classics and sought-after collectibles. These are the discs people talk about, the ones you thought you'd never see again. Explore the Collector's Corner before they're gone. #DiscGolfCollector #RareDiscs
• •It Started With a Pile of Unused Discs. Sound familiar? We were players and collectors who needed a better way to trade and sell the discs we weren't throwing. So we built it. Russell Disc Golf is your community hub for finding affordable throwers, trading up, and keeping the sport accessible for everyone. #ByThePlayerForThePlayer
• •Supporting the Heart of Disc Golf. Congrats to Team Russell Disc Golf on a fantastic weekend! We're proud to support players who show kindness, dedication, and a true love for the community. Use code TEAMRDG10 for 10% off your next order and help us continue to support the grassroots growth of the sport.